Like any good story or journey, there involves an element of personal transformation. The guest arrives at one of Hamak’s propreties in Mexico and Central America, and through Hamak’s alchemic universe, leaves changed. Thus Hamak Hospitality became “the storyteller” and its brand elements are inspired by personal transformation.
Hamak’s main symbol is a small circle that symbolizes the sun. The “sun” circle is a power source, a focal point, a point of departure, and our center of gravity. All of the individual properties revolve around the Hamak master brand.
Hamak’s brand ID intelligently uses “transparencies” as a way to symbolize the guest’s journey. When one begins their journey, the destination is unclear.
The route is semi-visible but shrouded in an exciting mystery. All that remains is discovery.
Each Hamak hotel is unique and rooted in the culture of that region, therefore— we build off of the master brand ID and add elements of “transformation” unique to that property. As an example, Hamak Todos Santos is built in a region where damiana plants grow wildy. Damiana is used in traditional alchemic ceremonies. So as to not be too obvious, the shapes of the plants are clipped into small “windows”, to symbolize a portal, and are used as texture and to add depth to the individual property’s brand ID.