KITCHI.

Kitchi is a conceptual luxury, male-only retreat-style hotel set in the Mojave Desert, created for my second-year university branding project, Escapism. The brand was designed to challenge the stigma surrounding men’s mental health by offering a peaceful, restorative escape. The name “Kitchi” is derived from the Native American boys name meaning “brave”.

Drawing inspiration from the desert landscape, I developed a custom cactus-inspired typeface and incorporated my own photography, taken in Joshua Tree, California. I explored the use of symbolism and Navajo weaving patterns to reinforce themes of grounding and introspection. I particularly enjoyed designing tactile brand elements such as room keys and “Do Not Disturb” signs, which were shaped around the unique letterforms of the typeface. Overall, the project allowed me to blend visual identity design with meaningful cultural and emotional narratives.