Chaak

Relaxing by nature, Chaak is a transitional space at the Conrad Hotel in Tulum, where guests can recharge, focus, find shelter from a long day in the sun, and enjoy a drink or two. tbpmx developed a concept that revolves around the cenotes in the area. These recurrent geographical features serve as a shelter for fresh and clear rainwater. For Chaak's graphic development, the brand revolves around a neutral and relaxing palette that insinuates positivity and peace. The wordmark has different weights along its construction, reminiscent of stalagmites and stalactites typical in cenote's caves. Their random location in the area inspires the graphic universe, taking their multiple sporadic locations as a reference for the composition of isolated visual elements.