Brand Strategy
2020
Creative Director - James Duru
Managing Director - Mark Liney
Illustrator - Steve Gavan
Senior Designer - Katie Cadwell
Senior Designer - Jared McDowell
Press:
Brand New
Best Awards
Lub d is a chain of affordable accommodation in Southeast Asia. Following a period of rapid category growth and the boom of “social hotels” in the region, Lub d was left unsure of its role in the market. They weren’t quite a boozy party hostel, nor a modern social hotel. The properties varied in design and quality across locations, and organized tours were becoming a larger and larger part of the offering. As a result, Lub d struggled to make their case to inbound budget travelers, particularly those from the U.S. and Europe.
If Lub d was gonna cut through the noise of Booking.com and HostelWorld, the real challenge was to prove that they can facilitate the novel experiences that brought their audience to Southeast Asia in the first place.
During our immersion across Thailand and the Philippines (we called it “research”), we uncovered a truth about Lub d that aligned with this market opportunity: they excelled at facilitating firsts. They slammed baking trays on guests’ heads as they took shots by the pool, led boat tours to a beach filled with wild pigs, and hired staff who were naturals at inciting fun.
“The place you go to do shit for the first time” became our guiding idea, encapsulated in the proposition Go Brave. The creative direction that emerged focused on getting travelers to opt in to adventure. Drawing inspiration from the region’s colourful urban signage, Lub d evolved into a brand that challenges people to get out of their comfort zone, try new things, and leave with the unforgettable stories they came for.