No fuss just smart

Aiden, a collection of boutique hotels, is a challenger brand in the Scandinavian hospitality market. Having opened its first hotel in 2022, it rapidly expanded thereafter. With a fresh perspective on what a budget chain hotel can and should be, they required an identity that matched their vision.

With a no-fuss, just fun, friendly, and convenient approach to the brand, we created a solid foundation featuring an energetic, modern tonality and an imaginative look that is stylistic yet bold and clear in its simplicity.

Location, location, location is the mantra of hotels. Aiden hotels are designed to reflect the unique personality of each community they serve, and no two hotels are alike. To stand out by displaying just another cityscape image was never an option for Aiden. Instead, we focused on a bold typographic approach that brought both personality and attitude to these trendy newcomers in town.