In 2002, the Millett Group commissioned us to develop the name and visual identity for a new concept in budget accommodation in Sydney and the hugely successful Wake Up! brand was born. Wake Up! Sydney and Wake Up! Byron Bay are going strong and Wake Up! Bondi Beach is in the works.
The icon in the logo represents a winking face which reflects the brand’s fun-loving, irreverent personality – the ‘wink’ is created by the exclamation mark in the logotype.
Each Wake Up! location has its own distinct characteristics based on its surroundings yet the brand identity and core values are consistent across the board.
The Wake Up! brand is internationally recognised and has become synonymous with award-winning, five-star budget accommodation.