qtQT

Brand identity design for qtQT. QT’s latest venture for the new traveller, redefining what a hotel stay can be. The luxe cabins invite experience seekers to unwind in an intimate setting, featuring personalised experiences that are as unique as they are!

Today’s travellers seek more than just a place to stay — they’re after unique experiences. Hyper-personalisation has become a defining concept in luxury travel, while off-grid cabins offer a completely different kind of richness. QT set out to blend these worlds with an experiential cabin offering that lets guests customise their stay, seamlessly tapping into or out of luxury hotel services. The challenge was to communicate this new hybrid: a space where bespoke luxury meets unplugged cabin life, appealing to a playful audience.

The qtQT name and logo reflect the endorsement of the QT Masterbrand, connecting with its loyal customers while also highlighting its own unique traits. Rather than being flamboyant and theatrical, it embodies a more relaxed vibe. In design speak, it’s simply a touch more lowercase.

qtQT isn’t just a cabin brand; it’s an experience brand. At its heart is the promise: Stay Your Story, presenting each stay as an open canvas. The type-led identity highlights endless possibilities, celebrating the interplay between structured luxury and open-ended creativity. The visual framework reflects this balance, leaving space for anything — from yoga at sunrise to champagne at sunset.

The first cabins sit atop QT Gold Coast, but the brand is designed to scale to future destinations. Each location can express its own unique character, with adaptable typography and colour palettes. For the Gold Coast, the colours draw inspiration from surf culture and the region’s relaxed tropical charm.

My involvement: In this Toben project, I served as a lead designer, under the creative direction of Katja Hartung and Thorsten Kulp.