Totalstay · Brand portfolio · Cape Town

Brands done right.

Five Cape Town aparthotel identities - positioned, designed and brought to life.

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01Latitude Aparthotel · Sea Point

A local story,
set by the sun.

An aparthotel brand enriched in local culture, built around the sunset views from its ninth-floor rooftop deck.

Naming · Brand strategy · Corporate identity · Signage · In-room touchpoints

Sunset over the Atlantic Ocean, the inspiration for Latitude
Latitude Aparthotel building signage in Sea Point
Latitude typography, logo and graphic system
Latitude branded stationery and collateral
Latitude toiletries: Fynbos hand soap and shampoo packaging
Latitude welcome tray with thank-you card and chocolates
02Horizon Aparthotel · Cape Town

Where you go
to come home.

A contemporary coastal retreat pairing the freedom of a private residence with the polish of a luxury hotel.

Naming · Brand building · Corporate identity · Campaigns · Brand touchpoints

Horizon palette: seafoam, ocean, shell, dune and treasure
Horizon brand touchpoints: amenities, embossed logo and embroidered towels

Coastal cues, refined into every touchpoint.

Campaign examples

Horizon campaign example
Horizon campaign example
Horizon campaign example
03HAVN Aparthotel · Cape Town CBD

Bold. Young. Classy.
A little bit of funk.

An urban identity that helped a 200+ key property attract an entirely new market.

Naming · Brand building · Corporate identity · Signage

HAVN reception and illuminated brand signage
HAVN exterior building signage in the Cape Town CBD
A guest in a HAVN aparthotel room

The commercial result

30% → 75%occupancy
R500 → R1 500average daily rate
04Habitat Aparthotel · Cape Town

Built,
then brought to life.

End-to-end brand, signage, photography and social - managed for Habitat from day one.

Naming · Brand building · Corporate identity · Signage · Photography · Social media · Touchpoints

Habitat Aparthotel exterior signage
Habitat reception with illuminated logo
Habitat lifestyle photography: guest relaxing in room
Habitat social media content: guests enjoying the space
05The Zee Aparthotel · Cape Town Foreshore

From apartment building
to hospitality brand.

The Zee bespoke wordmark

Naming · Rebrand · Corporate identity · Tone of voice · Signage · In-room touchpoints

Original Zeeland Pier logo
Before · Zeeland Pier
The Zee identity across signage, welcome notes and door hangers
After · The Zee identity in place

Tone of voice

“The quiet confidence of a well-connected local and the warmth of a gracious host.”

Launching November 2026.

The Zee A-frame entrance sign

Watch this space.
New project in the works…

Boulevard Aparthotel brand collateral preview
Boulevard Aparthotel in-room touchpoints preview

Brands done right

Build something
worth remembering.

hello@totalstay.co.za