Get reacquainted with the warm sunset glow across your face, cosying up to dancing fires on the beach and night surfing under the moonlight to take you to a place where you’d rather be.

A new Kuta is born.

Strategically located only 20 minutes from Bali's airport in Kuta, TRIBE Hotel Kuta is a new kind of hotel, that responds directly to the desires and aspirations of the modern traveller. A concept inspired by global journeys, its a refreshing and disruptive brand that challenges the status quo with its edited hotel experience that makes it a leader in the design-led affordable luxury sector.

As one of the latest lifestyle-centric hotel concept under the Accor brand, it was created for the modern traveller. With this in mind, Accor and the owner's development team approached BrandWorks to create a like-minded brand for its signature rooftop bar and dining destination that would complement the hotel's offering and appeal to both hotel and non-hotel guests alike. With an uncompromising vision to deliver a uniquely positioned, design driven hotel, TRIBE wanted to create a unique F&B destination, that melds globalist international flavours and premium dining experiences, together social drinking and entertainment as their point of difference.

With an influx of domestic and international travellers returning back to Bali, redevelopment of hotspot tourist areas such as Kuta offered a unique opportunity. Established and recognised internationally, insights into the Kuta found there was a lack of quality bar and dining offerings best suited to the modern traveller. This included everyday cafes to upscaled bars and eateries. This motivated TRIBE to turn its rooftop mainstay into a sought after destination in the sky… and restablish Kuta's reputation for surf, sunsets, coastal chic and a place to thrive at night. 

Approach

Kuta is often the first on the list for many tourists coming into Bali. Its beach, cheap hotels, proximity to shops and myriad of late-night bars and clubs attract all sorts of incoming holidaymakers. Over the years, its popularity as Bali's bold and energetic soul has waned, losing its appeal to the glow of other sought-after beaches such as Seminyak, Uluwatu, and Canggu, to name a few. 

Reimagined and reformed, this is New Kuta.

Throwing back to the late 70s, Kuta was Bali's top destination for surf and sun-baked beaches. Tourists and locals were converging along the long beach walk of Kuta Beach—witnessing the epic sunsets and a haven for Bali’s best-surfing community. This era provided the inspiration for rekindling memories of a time when Kuta was at its best and reintroducing Kuta in a new light. 

The Challenge

With its distinctive vision and specific audience in mind, TRIBE saw its rooftop as the critical element and heartbeat of the hotel's offering. Focusing heavily on providing an elevated experience, the rooftop bar & kitchen needed to breathe a global mindset with a local footprint, and an experience both mindful and aspirational. 

The challenge was  to create a roof top concept under the TRIBE hotel brand that spoke to their philosophy with a Bali narrative aligned to it. Working closely with the Accor team, we unearthed a unique direction that merged the contemporary TRIBE brand with the location of Kuta.

The Result

The name AFTERGLOW was coined from the hazy sunsets, long stretches of beach and surf spray. The feeling you get when you’ve found the perfect wave and drifted gracefully into the sunset. Inspired by the afterglow hues of indigo blue and orange blurring against a backdrop of radiant red and silver reflections across the inky blue horizon of the Kuta beach sunset. Hence the name was chosen to ignite the Kuta experience.

Rediscover Kuta through a new filter.

The AFTERGLOW brandmark was shaped by the waves of Kuta beach. Made up of a interconnecting wave line, there is a dynamic flow towards it. The 'O' is made of a perfect circle to resemble the shape of the sun. The colour palette is fresh, vibrant and mood-lifting to evoke the summer holiday aesthetics. The gradients mimic the colour of the sunrise and sunset sky witnessed over the Kuta beach horizon, whilst patterns were created from abstract shapes inspired by nature utilising a tribal-like illustration style. To deliver the brand message "rediscover Kuta through a new filter", a set of different photo filters were developed and applied to the photography.. 

From early morning catch-ups and chilled get-to-togethers to celebratory parties and cheeky twilight soirees, this is new Kuta at AFTERGLOW TRIBE.