Serviced apartment company, KH Homes needed a new name, brand and strapline to communicate the benefits of a rapidly growing business. Clockwork identified that a key benefit of serviced apartments over hotels was the space available above just a bedroom, with self-catering kitchens and lounges part of the offering.

We also found that people were combining business and leisure travel as a new travel trend, enjoying a blended travel or “bleisure” experience. The Nigerian heritage of the business and expansion plans for Lagos city were also included in our thinking for the new name, brand and strapline.

Kasar was decided as a short, catchy and memorable name that means “home” in Hausa, the main language of Lagos. It worked well as a logo with two As and was relatable as close to the well known phrase “Mi casa, su casa”. The strapline “More space for life” focus on the key benefit of a serviced apartment while also appealing to guests’ emotional need for blended travel. While the longevity of the words “for life” communicates a brand guests can trust as a long established business.