NAJE Bali
Year
2026
Sector
Hospitality, Travel & Tourism
Services
Mood Board
Colour Palette
Typography
Primary Logos
Alternative Logos
Visual Direction
Collateral Designs
NAJE Bali is a one-bedroom villa tucked into the calm rhythm of Tumbak Bayuh, Bali. Rooted in sustainable principles and clean architectural lines, every element of the villa is thoughtfully considered. This personal villa project was ideated from the ground up and involved conceptualising a brand strategy and identity to ensure every physical and digital touchpoint forms a seamless, cohesive experience. We shaped NAJE into a holistic hospitality project where material and ritual harmonise to invite guests into a calmer, more intentional way of staying.
The bedroom’s asymmetrical roof, oriented to welcome early light and support the body’s natural circadian rhythm, becomes the foundation of NAJE’s identity. Its silhouette evolves into a brand submark, weaving quietly through the wider visual system.
NAJE’s palette is informed by Bali’s layered landscape and ceremonial heritage. Terra cotta recalls temple brick and fired earth, sand stone echoes coastal paths and riverbeds, aqua marine reflects ritual water, while Aegean blue introduces a contemporary horizon. Together, these tones translate geography and ritual into a living material language.
Across printed and physical touchpoints, NAJE’s identity unfolds as a continuous narrative. The soap collection introduces a deliberate chromatic contrast within the identity system. While grounded in the same material palette, each label colour distinguishes function while preserving coherence. The variations reference domestic ritual rather than retail categorisation, allowing everyday objects to participate in the brand narrative through subtle shifts in tone.
The identity negotiates between human softness and architectural precision. Rounded typographic forms introduce warmth and approachability, while geometric graphic structures anchor the system with discipline and intent. The recurring house motif functions as a symbolic architecture of belonging.
