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Founded in 2007 by an ever growing group of designers, illustrators, coders and makers eager to collect and share the best design work they came across, FormFiftyFive soon became an international showcase of creative work.

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GBH — Mama Shelter

Ross from GBH got in touch to tell us about their recent sterling branding work of the unconventional hotel Mama Shelter.


Positioned as ‘affordable luxury’, the Mama way is a unique mix of warmth, friendliness, communality with chic and eclectic design interiors but with a touch of surreal humour.

The Mama Shelter logo is very bold and unconventional, playing off the values of Mama it’s both warm and cozy but also surreal and surprising, we even hid an egg within the sheltering legs of Mama. This logo has been adapted with a tag to signal each new location.

The messaging and tone of Mama is many different overlapping tones, with exposed concrete walls colliding with graffitied blackboard ceilings and retro artefacts, its unique atmosphere is a combination of relaxed cosiness and an offbeat artist’s commune.

We were briefed to create the identity and all touch points throughout the hotels. We needed something memorable and unusual to reflect the electric nature of Mama Shelter.

For the rest of the items, we had a very ‘non-branding’ attitude from the owner, where each location is to have it’s own version of keycard holders, restaurant menus and do not disturb signs. The items are meant to feel unbranded and ‘found’ so instead of having the logo plastered on everything, we built on the Mama brand through the tone of each objects.

There are multiples of each idea too, so for example there are 8 other chicken keycard holders.

Also we have done some work for Mama Pizzeria, it was a tiny identity for their in house Pizzeria. Mama’s take on the fat jolly cartoon italian chef you normally get on pizzeria’s boxes.



Thanks Ross!

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Have your say

    Ryan
    4th Feb 2013
    10:19 pm
  1. I recently stayed at Mama in Paris!
    one word – AWESOME…a must,
    and yes lovely eclectic brand image.


  2. SeanSean
    5th Feb 2013
    10:48 am
  3. I concur Ryan, had the pleasure of staying there a couple of years ago, lovely playful feel to the place (Philippe Starck’s fingerprints all over it) which is definitely reflected in the branding. Top stuff.


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