Kaban Hotel & Casino (Boracay) – Where Stars Win
Kaban Hotel & Casino (Boracay) - Where Stars Win
In an island best known for its beaches, the arrival of its first and only casino — complemented by a hotel — marked the start of a new chapter. Tangible’s role was to give this new casino hotel a brand identity that matched the scale of the moment. Beyond creating a visual identity, the task was to capture the excitement and energy of a landmark entertainment destination, while ensuring the brand resonated with both local and international visitors and established a strong, iconic presence.
Marketing & Communications
As the island’s first and only casino hotel experience, Kaban Hotel & Casino (Boracay) called for standout branding that would make an impact from day one.
Tangible developed a distinctive five-card logo, with dynamic card shapes forming a central star to capture the excitement of winning and the lively casino atmosphere. This was paired with the confident tagline “Where Stars Win,” evoking the thrill of success and celebration at Kaban. Together, the visual identity and messaging capture the thrill of gaming, entertainment, and dining, while reflecting Filipino warmth and attentive service that enhance the guest experience.
A dynamic visual system of fluted glass layers and gradients carried this energy across communications, with a redesigned website showcasing rooms, dining, and experiences.
People & Culture
Tangible shaped Kaban’s People & Culture by defining a messaging house anchored in the Brand Promise: uncover a world of excitement with the warmth of Filipino hospitality, and its three values of excitement, hospitality, and excellence. This framework guided tone of voice and personality across recruitment ads, staff nametags, photography, and copywriting, ensuring that the brand’s vibrancy came through both words and visuals. For employees, it fostered pride and clarity, providing consistent cues on how to represent Kaban with genuine warmth and attentive service in every interaction.
Products & Services
Tangible support helped Kaban shape its offerings through naming conventions for restaurants, lounges, bars, and lifestyle products, as well as various physical touchpoints like reception materials and room amenities. Rooted in the brand values of excitement, hospitality, and excellence, these frameworks ensured consistency across touchpoints and enhanced every guest experience.
Spaces & Places
To bring the brand to life in the physical environment, Tangible extended Kaban’s identity through signage systems, hoardings, and wayfinding. Each element was designed to capture the vibrancy of the casino and ensure clarity across the resort—creating a consistent and immersive brand experience from arrival to play.
