Don Mostachon MarketingによるVilla Karuma ブランドアイデンティティは、グラフィックス・イラストレーション・ビジュアルコミュニケーションデザインコンペティションカテゴリーにおける非常に権威ある2026 A' Design Award 銅賞の優れた受賞作品です。
銅グラフィック· 2026
Villa Karuma ブランドアイデンティティ
デザイナー： Don Mostachon Marketing
クライアント: Don Mostachón Marketing
グラフィックカテゴリーのA' Design Award 銅賞受賞者
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Villa Karuma ブランドアイデンティティ について
Villa Karumaは、メキシコ・ベラクルス州コアテペックにあるグランピングリトリートのために制作されたブランドアイデンティティである。その名は、空と夜を意味する現地のマヤ語を組み合わせたものだ。ワードマークには、繊細で不均一なストロークを持つ様式化された大文字のセリフ書体を用いている。文字Uの内側には星と波打つ基部が配され、空と大地を象徴する。リトグラフ調のイラストレーションが、キャビンとそれを取り巻く風景を描き出す。カラーパレットはアースカラーに黄金色、ブルー、グリーン、温かみのあるブラウンを組み合わせ、それぞれの色調が一日のある瞬間を想起させる。
受賞
A' Design Award 銅賞 について
Villa Karuma ブランドアイデンティティは、創造性、独創性、鋭い洞察力で際立つ傑出したデザインに授与される、高い権威をもつ評価である A' Design Award 銅賞の受賞作品です。銅賞の受賞作品は、十分に巧みで印象的なほど創造的な工芸品であり、デザイナーの豊富な経験、想像力、機知を裏づけています。Villa Karuma ブランドアイデンティティは、高く評価され、称賛され、愛される品であり、顕著にプロフェッショナルで革新的であることが期待されます。この A' Design Award 銅賞を受賞したデザインは、芸術・科学・デザイン・技術のベストプラクティスを取り入れており、細部への配慮に優れています。Villa Karuma ブランドアイデンティティは、ニーズを見事に満たし、欲求に触れ、感情を魅了し、好奇心を引きつけます。
デザインの裏側
プレスキット
デザイナーが提供するクレジット、チームメンバー、技術的な詳細。
- 独自の特性
- Villa Karuma is a magical retreat whether you're escaping routine, celebrating love, or seeking a unique weekend experience, there’s always a reason to enjoy our cabin. Villa Karuma is more than a stay it’s an immersive experience where rest and adventure merge in harmony. Nestled in the heart of high-altitude coffee plantations and generous nature, this place cultivates moments that transcend the senses and live on in memory.
- 寸法とパッケージ
- Complementing the logo, lithographic style illustrations capture the architectural charm of the cabins and the surrounding natural landscape. These visual elements enhance the brand identity and serve as signature motifs throughout brand communications.
The color palette blends earth tones that evoke peace with golden yellows of sunrise, the blues of open skies, lush greens of nature, and the warm browns of dusk. Each hue represents a moment of the day, a state of mind, a promise of tranquility. - タグ
- branding, mexican, mexico, agency, brand, naming, experience
- 製造技術
- Villa Karuma’s visual identity begins with a stylized serif typeface, all in uppercase, featuring fine, irregular strokes that balance timeless elegance with modern dynamism.
The logomark finds expression in the letter U, where sky and earth are represented through a star and a wavy base symbols of freedom, resilience, and connection. The star, reflected in a natural spring, evokes renewal, abundance, and the fertile spirit of Villa Karuma. - デザインの課題
- The narrative is rooted in the authenticity of its natural setting. The communication strategy embraces an adventurous, magical, playful, and soulful tone of voice designed to connect emotionally with those in search of meaningful experiences.
Immersive photography, organic patterns, distinctive typography, and a harmonious color system all come together to create an aspirational brand that resonates with a mindful lifestyle one that values connection with nature and the beauty of slowing down. - リサーチ
- The branding and experience design of Villa Karuma is grounded in qualitative and contextual research across experiential tourism, nature-based hospitality, and regional cultural identity.
Key insights include:
Demand for experiential escape
Travelers increasingly seek short, meaningful escapes from routine, prioritizing emotional value over traditional luxury. Villa Karuma responds by positioning itself as a “moment to live and feel,” not just a stay.
Nature as a primary emotional driver
Research indicates that environments centered on landscape, silence, and natural elements significantly enhance relaxation and memory formation. Villa Karuma leverages its location in Coatepec’s natural surroundings to create this effect.
Hybrid model: comfort + authenticity
The success of glamping lies in balancing immersion in nature with essential comforts. Villa Karuma integrates full amenities (connectivity, services, infrastructure) without breaking the natural narrative.
Cultural layering increases perceived value
Experiences tied to local identity—such as coffee culture, ecological routes, and regional storytelling—enhance differentiation and emotional connection.
Memory-driven hospitality
Guests value destinations that enable meaningful, shareable moments. Villa Karuma’s design encourages intimate, reflective, and visually compelling experiences, reinforcing long-term recall and word-of-mouth.
These findings informed a branding system where Villa Karuma operates not as lodging, but as a curated platform for emotional, cultural, and natural experiences, rooted in the essence of Coatepec. - インスピレーション
- Villa was chosen for the warmth and intimacy it conveys: a cozy refuge, close to the sky. Karuma is inspired by the meeting point of sky and night. From the Mayan Mexican roots that surround Coatepec, México, we combined Ka’an (sky) and Aruma (night) to create a name that honors the local cosmovision while offering a unique sensory experience. The villa of the night sky a privileged place to gaze at the stars without city light pollution, where time slows down and the soul finds peace
- プロジェクト期間
- Coatepec Veracruz, México
- オペレーションフロー
- Villa Karuma is designed as a progressive immersion into nature, intimacy, and cultural connection, where the user journey evolves from escape to emotional reconnection.
The experience begins at the moment of booking, where the brand positions itself not as accommodation, but as a “moment to disconnect and reconnect.” This expectation frames the entire interaction.
1. Arrival & Disconnection
Located just outside Coatepec, the user transitions physically and mentally from urban routine into a natural environment. The arrival experience is intentionally simple and frictionless, allowing the surroundings—forest, silence, and landscape—to become the first emotional trigger.
2. Stay & Immersion
The cabin operates as a self-contained yet open experience. Guests interact with the space through:
Private moments (rest, terrace views, stargazing)
Social rituals (cooking, fire, shared meals)
Nature engagement (outdoor areas, surrounding landscape)
The design encourages slow living, where time perception shifts and the user becomes fully present.
3. Exploration & Cultural Connection
The experience expands beyond the cabin through curated activities such as coffee culture tours, nature routes, and local explorations. These experiences transform the stay into a cultural immersion rooted in Coatepec’s identity.
4. Memory & Emotional Continuity
The interaction culminates in highly shareable and memorable moments—sunsets, night skies, and personal milestones—reinforcing emotional attachment. The brand extends beyond the stay through memory, storytelling, and digital recall.
Overall, Villa Karuma’s flow is designed to be intuitive, low-intervention, and emotionally driven, allowing the user to naturally transition from guest to participant in the experience. - チームメンバー
- Raul Terashima
Daniela Villalobos
Luis A Rodela
Karla Fierro
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