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Bringing Upscale Lodging to the Open Road

The drivers behind Cabana began their journey with a question: what happens when you combine the freedom of #vanlife with the comfort and style of a hotel? We partnered up to position the start-up as an innovative new player within the travel, hospitality and leisure industry.

We began with a brand strategy that led the way to a smart and welcoming visual identity. Since launching in 2020, they’ve become a leader in the new space.

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All photography by Mio Monasch @monascherie
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delight to enlighten

innovate + disrupt

foster serendipity


During our discovery phase, three key themes rose to the top: 

  • Adventure: Present Cabana as a wondrous new option for travelers. 
  • Cinematic: Be bold. Create space for the beauty of each travel location. 
  • Indoor/​Outdoor: Balance wide open vibes with smaller, quieter moments.
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Leaning into relaxation and calm, the logo icon and wordmark evoke the more delicate aesthetic of luxury lifestyle brands through elegant curvilinear details. The icon offers an abstract symbol that recalls the sun rising or setting.

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The full logo can confidently sit by itself alongside atmospheric images, simple messaging or patterns to focus on calmer moments.

Everything you need, everywhere you go. A hotel that travels with you.

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The Brand System

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A light and gentle color palette emphasizes the relaxing atmosphere and earthy vibes, while the type serves as a fluid and graceful foundation. 

The complete visual identity is captured in the brand guide. From custom patterns to photography treatments, our partners at Cabana have all the tools they need to use the system with consistency and flexibility. 

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  • $10M

    Funding secured in 2021

  • 6,700+

    Nights booked in Cabana vans since launch

  • 35

    Vans in Seattle + LA

  • 13+

    Writeups, including LA Times, Skift and Crunchbase