The first step we took was to go deep into the history of the Yucatan. We flew to Merida with David Katzenstein to document the local culture and hold a photo shoot in the “finished room” that was built for us. We documented all of the artifacts, the architectural details and, in particular, the patterns in locally made cement tiles that were being preserved for the new hotel. We collected local textiles and artifacts. We also did research on the cocoa bean and its importance in Mayan culture.
We worked closely with the world-renowned Reyes Rios + Larrain Studio of Architecture, who helped us not only understand the design of the future hotel but schooled us on the materials and the traditional building techniques they were using. We collaborated on the color palette for the architecture of the buildings and used this as the basis of our branded color system.
Since Rosas & Xocolate is a high-end resort and member of the Design Hotels Group, we knew we were speaking to a design-conscious audience. We also knew that Carroll (the owner) wanted the hotel to feel native to Merida, Mexico. Our design strategy was to combine refined typography and high design with folk art and patterns from Merida and the Mayan culture.
Although it is a premium resort, the fact remains that it is an individually owned, Mexican start-up with limited funds. We needed to build a deep brand system that can be reproduced inexpensively with room for continuous expansion.
