Plotting the Secret of a Brand Name

The brief was to create a name and a brand identity for a hostel in the up-and-coming Tiong Bahru vicinity – where the younger set was already warming up to the lifestyle of the older, long-time residents,  where faceless new buildings posed next to the old-world charm of art deco buildings and where craft beers from hipster cafés were jostling for attention against the chwee kueh and kopi O from famous Tiong Bahru Market.

 Against this setting, Aago analysed the reasons why backpackers and flashpackers (even well-booted ones) preferred hostelling to hotelling. So that they could tell their stories to like-minded travellers. What better way to share their secret plots than on The Plot?

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