Bosque Geométrico
Bosque Geométrico is a cabin hotel hidden in nature, in Morelos. The brand did not come out of the architecture but out of Plato: the five solids that, in his account, make up everything that exists. Every cabin carries the name of a mountain and the whole system signs itself with five figures in a line.
- Values and value proposition
- Target market
- Perspective and landscape
- Manifesto and concept
- Logotype and symbol
- Construction and proportions
- Palette and typefaces
- Uses and variants
- Primary textures
- Secondary textures
- Cabin names
- Applications
A hidden place you have to want to find
The competitive map had three occupants and a gap. Wander Cabins is nature but traditional; Tubohotel and Casa de Agua are urban, one traditional and the other progressive. The natural and progressive quadrant was empty, and it was the only one that worked. The guest we were after does not want a cabin in the woods: they want a reason to be there.
Plato put the geometry before the logo
The manifesto starts at the Platonic solids: fire, earth, air and water, represented by the tetrahedron, the cube, the octahedron and the icosahedron. The fifth, the dodecahedron, is the one Plato says God drew the universe with. Everything came down from there — the concept is a new perception, the values are discovery, harmony, respect, warmth, nature and rest, and the value proposition promises a hidden space with a real purpose. The brand does not illustrate nature: it says the geometry was already inside it.
Five figures in a line, and seven colours with names
Virtuous Slab Thin is used for the wordmark alone: thin, slab-serifed, set in symmetry. Sweet Sans Pro does everything else, from extra light to heavy. The isologo is the five solids in a row, proportionally spaced, and it works without the name beside it. The palette holds seven colours and each is named after what it stands for — earth, air, water, fire, univers, geometry and forest. The textures split into primary and secondary, and they are what make a shampoo bottle read as coming from the forest.
Sweet Sans Pro
Every cabin carries the name of a mountain
The cabins are called Monte Tláloc, Paine, Eiger, Makalu, Denali, Mont Blanc and Monte Rainier, and each one has its own piece inside the same system. From there it goes down to stationery, cards, boxes, matches, incense, brushes and door hangers that say good morning and good night. The shampoo and the conditioner carry mountain names too. Across all of it the signature is the five figures: engraved, printed or cut out, and nothing more is needed.
