Narrative and branding for a boutique hotel imbued with the Tasmanian wilderness in the heart of Hobart’s vibrant culinary and cultural centre.

Signage for the hotel entrance at 39 Salamanca Place

Derek Henderson was commissioned to capture rarely seen aspects of the Tasmanian wilderness and historic Hobart.

For boutique hotel Moss every design touchpoint was considered, with the environment and brand experience completely integrated to immerse visitors into a rich cultural retreat, tailored for escapism and respite.

Tucked in the 2nd and 3rd floors of a Georgian sandstone warehouse in the heart of Salamanca Place, Hobart. Studio Ongarato was tasked with creating a unique brand strategy, naming, brand collateral, signage and artwork commission which complemented the rich history of the hotel site while responding to the inward-facing architectural schematic by Circa Morris-Nunn Architects.

Rapidly evolving to become an international destination capturing the imagination of travellers, the studio’s design response embodies perceptions of Tasmania, particularly Hobart, as a refuge of nature and wilderness but also as a culturally independent and artistically adventurous community.

In line with modernising the heritage buildings, the brand narrative and design elements sought to reflect the making of the old new again, symbolised by Moss growing on a rock as a sign of renewal, with distinct layers that are created over time. As in colour philosophy, the collection of green artefacts curated for Moss’ visual identity reflect green as the colour of life, renewal and nature, associated with growth, harmony, freshness and the natural environment.

Drawing inspiration from the layering of old and new in the brand imagery, images were sourced from the Tasmanian Archive and Heritage Office and combined with rich green textures to create unique layered compositions. Specially commissioned photography is featured throughout the hotel by renowned Australian photographer Derek Henderson, which capture the elements of Hobart and Tasmania that Moss’ guests would not normally find on the regular tourist journey.

  • Project Scope

    Brand Strategy and Naming

    Environmental Design & Styling


    Artwork Commission

  • Project Collaborators

    Architects & Interior Designer: Circa Morris-Nunn Architects

    Photography: Derek Henderson

  • Awards

    2019 AGDA Design Awards, Merit Award for Branding, Small Business

    2020 AHEAD Asia Awards, Winner, Visual Identity