The ESSE
Evoking luxury
Background
The ESSE is a luxury condominium project built on Bangkok’s bustling Asoke Road. Featuring generously sized, fully furnished condominiums the ESSE targets higher income individuals in a thriving business area of the city. It features its very own sky garden, car parking for all units (including Super Car parking), a lap pool and kid’s pool, sauna room, golf simulator, sky gym and yoga, as well as a sky lounge with meeting room and library - essentially, the ultimate condominium living experience in downtown Bangkok.
Challenge
With such an impressive property that promises the luxuries one would expect of a condominium of this scale and grandeur, Brand New Day Asia was challenged by Brand Family to create a brand identity and visual identity system that would entice prospective homeowners, reflect and seamlessly embody this luxury. It was crucial to develop and design an identity that would immediately evoke quality, comfort and worth.
Solution
The most important aspect of the ESSE brand identity is the logo. Brand New Day Asia consciously designed the symmetrical wordmark to become iconic – a direct representation of the condominium’s architectural style. The word “ESSE” is used as the focal point of the logo, bordered above and below with a gold linear holding device and place descriptor. The wording for “The” and “Asoke” were also coloured in gold, reaffirming the luxuriousness of the project.
For signage and advertising, the flexible holding device is used to highlight photographs of the key features of the condominium in order to draw attention to where the prospective buyers should focus their attention.
