Kravt Group is building and opening a wide variety of hotels and apartment buildings across Russia. Each hotel has its own unique character and focus, making it distinctly different from the others. As a result, travelers no longer perceive them as part of a unified network.
To create a cohesive product identity, the studio established a dedicated Muse brand for the hotels and apartments and also introduced a new name for the parent brand: Kravt Hotels & Homes.
To develop the brand, the studio conducted extensive research—starting with desk research and followed by fieldwork—including a deep dive into the hotels themselves, the market and evolving customer expectations.
The result of this in-depth work was a set of core principles that form the foundation of the brand platform.
Every new journey is a discovery—and it starts at the hotel.
Life at Muse means a new level of service and technology.
The brand platform defines the brand architecture and outlines its mission, vision, values and other key attributes. It also distinguishes hotels by their concept and direction, not just their star ratings.
The brand’s mission is to enrich travel with meaningful experiences.
The name Muse grew from this mission: a muse is what inspires unforgettable moments.
Looking ahead, Muse aims to become a hotel chain for a new generation—and of a new generation. This ambition shaped the brand’s vision, reflecting the company’s long-term plans. A new image required a new brand structure and the platform outlines this in detail. After reviewing all of the company’s project categories and business specifics, the team proposed a two-level naming system for all hotels, existing and future. Each name includes both the brand name and the hotel type, allowing the company to define a hotel’s identity even before construction begins.
Climbing up the brand hierarchy, the studio also developed a new name for the parent company: Kravt Hotels & Homes. This reflects its core focus: developing hotels for short stays, apartments for longer-term living and residential complexes.
And most importantly, no more dull words like “construction” or “development”!
