Curiocity

Curiocity - Inner City Backpackers

Curiocity is a inner city oasis developed for curious urbanites allowing them to explore the many gems in the heART of one of Johannesburg’s oldest suburbs. Situated in the heART of the Maboneng Precinct, Curiocity guests have a wealth of experiences waiting right on their doorstep. The idea was to create an identity that emulated a authentic reflection of inner city “jozi” life, as well as giving the brand a personal touch due to the owner operated nature of the business.

The main identity has reference to where building is located as well as its rich history dating back to 1935 and a compass which have been linocut, printed and recreated digitally. We developed a series of illustrations for the brand of local flavors and attractions we felt travelers could identify with to better communicate the diverse offerings. We also identified the main nationalities of tourists as well as their main outcome for visiting the city and from our findings developed a local and international campaign focused on digital mediums and German and Asian markets with a great response. HEART is still involved in the brand development and maintenance for Curiocity.