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Keenan McHale
Contact
[email protected]
+1 562 353 9376
new otani
year
2023
what
branding, packaging
role
designer, art director
summary
New Otani is a luxury hotel brand based in Japan. I reconstructed the New Otani brand to blend classic Japanese tradition with a modern, luxurious feel that speaks to international business travelers and high-end guests. The colors are pulled from traditional ukiyo-e art and the typography pairs a handwritten, calligraphic look in Japanese with clean, modern English. The logomark follows that same direction, using a brush-inspired form to keep the identity rooted in heritage while still feeling fresh.

Packaging is simple, bold, and tactile, and business cards offer a minimal, bilingual layout that is easy to read. Overall, the brand expresses modern traditionalism and luxurious comfort, honoring Japanese culture while remaining globally fluent.
style guide
branding