Case Study: Shama Hub redefines flexible studio living with Brandcourage

Shama Hub launches in 2 China locations with Brandcourage

Shama Hub, a new flexible living sub-label of the Onyx Hospitality group, aimed to launch its innovative studio living concept for millennial travelers in China. The brand needed a comprehensive brand strategy and identity that would communicate its core belief of "Freedom your way" while fitting within the architecture of its master brand, Shama. They engaged the Singapore-based creative agency Brandcourage to develop its Brand DNA®, visual identity, and verbal identity.

Brandcourage established Shama Hub's entire brand foundation, including its playful and innovative look and feel with graphical illustrations, colors, and supergraphics. The agency also defined the brand's accessible and provocative tone of voice, using younger, personal vocabulary to appeal to its target audience. This solution successfully positioned Shama Hub as a cool and accessible brand that combines hospitality innovation with the needs of modern travelers, providing a springboard for its launch and subsequent property expansions.

Shama Hub