“Smorodina” is a new hotel brand. It’s a franchise of small hotels throughout Russia. So we decided to express the feeling and atmosphere of soulful, sincere and candour of Russian hospitality. “Live like your heart whispers” is the key message of the new brand. "Smorodina" is a place where you want to return again and again. There are three categories of Smorodina Hotels — from 2 to 4 stars hotels. We separated these categories on White, Red and Black “Smorodina” Hotels, where White Smorodina is an economy, Red Smorodina is a standard and Black Smorodina is a premium suite. This gradation has become a base for design systems. The Brand Identity is based on our inspiration of Russian traditional images: fairy tales, ornaments and symbols. We tried to share the sense of warm and soulful care with those naive, but heart touching illustrations, as well as vibrant and bright colors.