Brand Strategy | Magnetic Essence
Logo & Visual Extensions | Brand Narrative
Website | Environmental Branding
Highway Star is a one-of-a-kind highway stopover located 60 kms away from Bangalore on the Kolar-Tirupati Highway. While most pit-stops in India are functional in nature, Highway Star – with its frictionless service and comprehensive range of services for a variety of travellers – offers hospitality.
We worked in tandem with Highway Star to develop a brand strategy that would not only establish the brand as a new standard in highway stopovers, but would also draw its strength from its core ask of providing a refreshing break on a long road trip by making the ‘pause’ in the journey aspirational.
We distilled the brand’s essence into the paradoxical idea of the ‘Pulsating Pause,’ the relaxing feel of a pause with the dynamism of an exciting, buzzing, fully loaded environment.
This understanding drove the creation of the brand’s identity as well as the creation of a distinct visual language, that was brought alive in the environment branding and foundational assets.