Capitan Studios

Tag: Brand Identity

  • Imperial Riding School: An Unconventional Story of Formality

    Imperial Riding School: An Unconventional Story of Formality

    Project Status: Complete

    Location: Vienna, Austria

    Sector: Hospitality

    Vienna is traditionally celebrated for its relaxed pace of life, profound historical roots, classical music, and overall tranquillity. However, the newly completed Imperial Riding School hotel tells a decidedly different story.

    Nestled in Landstraße, the hotel resides in a neighbourhood boasting a lively bohemian vibe, where a vibrant creative community exists side-by-side with numerous formal embassies. It is an area undergoing an exciting rejuvenation, making it a highly dynamic place to experience the city.

    A Building with a Quirky Past

    The building itself perfectly reflects the unique character of its surroundings. Over the years, the structure has continuously reinvented itself, serving past lives as a grand palace, a riding school, an old cinema, and even a bus station.

    Today, the Imperial Riding School retains all the stature and nobility of regal Austria. Yet, much like its unconventionally charming neighbourhood, the design deliberately leaves room for the unexpected. The result is a beautifully unconventional story of formality, balancing classic elegance with modern quirks.

    Project Scope & Services

    To bring this unique hospitality brand to life, a comprehensive suite of creative and strategic services was executed:

    • Brand Strategy & Identity: Crafting the core narrative and visual essence of the hotel.
    • Brand Activation & Experience Design: Ensuring the brand story translates seamlessly into the guest experience.
    • Interior Consultancy: Aligning the physical spaces with the overarching bohemian-meets-regal concept.
    • Digital & Print: Full website design and development alongside bespoke print collateral design.
    • Photography: Capturing the revitalised space and its distinctive atmosphere.
    Fediverse Reactions
  • Blending Japanese Craft with European Elegance for Goods

    Blending Japanese Craft with European Elegance for Goods

    The Client

    Goods is a premium Japanese matcha brand founded on a simple but powerful philosophy: quality should be felt before it is ever tasted. With a mission to introduce ceremonial-grade matcha to a discerning European audience, they needed a brand identity strong enough to communicate this promise across retail, packaging, and digital touchpoints.

    The Challenge

    Our brief was a balancing act of two distinct cultures. We needed to honour the deep, authentic roots of Japanese tea craftsmanship while positioning Goods as a modern, premium lifestyle brand for the European market. The identity had to feel refined without feeling cold, and authentic without leaning on nostalgic clichés.

    Our Strategy

    When we audited the existing matcha market, we found two extremes: brands were either hyper-traditional or lost in a sea of generic wellness aesthetics. Our opportunity was to build a brand that lived beautifully in the space between—rooted in Japanese visual philosophy but speaking the sleek language of contemporary European design.

    We anchored the identity in the concept of “deliberate stillness.” Emulating the meditative nature of a traditional matcha ritual, we ensured that every design decision—from spatial composition to typographic weight—was highly intentional. Nothing is accidental; nothing is excessive.

    The Visual System

    • Colour Palette: Inspired by the product itself, we utilised natural matcha tones—deep greens, warm off-whites, and muted earth tones that communicate purity and origin.
    • Typography & Space: We chose minimal, precise typography with generous spacing to create visual “breathing room” and project quiet confidence.
    • Form: Organic shapes and soft geometry subtly nod to the handcrafted nature of the tea, avoiding heavy-handed or literal illustrations.

    The Outcome

    The resulting identity is flexible, cohesive, and timeless. Whether on primary packaging or a digital storefront, the brand maintains a consistent “visual temperature.” Since launching, Goods has deeply resonated with consumers who value craft, origin, and intentional living, and the brand is now successfully expanding its retail footprint across Europe.