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 Boracay’s first Hotel & Casino hotel marked the start of a new chapter. Kaban is part of a larger integrated resort located at the Northwest of the Island next to the Shangri-La Hotel. Tangible’s objective was to capture the excitement and energy of a landmark entertainment destination, while ensuring the brand resonated with both local and international audiences. Our Market Research helped management better understand the preferences of potential customers from the key target markets. The result was Kaban (meaning ‘treasure chest’ in Tagalog). The brand is an authentic Filipino offer that welcomes everyone into a world of excitement and warmth.
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’s five-card logo and confident Tagline: “Where Stars Win”, captured the excitement of the new offer. A comprehensive Visual & Verbal identity system was highlighted by a fluted glass element, refracting energy and light. This was carried across a suite of communications materials, culminating in the website. A launch activation plan was then ideated for the opening early in 2026.
People & Culture
Kaban’s Purpose provided staff with a clear direction to deliver the Kaban brand. The Values: ‘We deliver a world of excitement’, We deliver hospitality from the heart’, and ‘We deliver excellence’ became the KIPs for the Service Principles as well as the inspiration behind the messaging house. For employees, it fostered pride and clarity, providing consistent cues on how to represent Kaban with genuine and authentic warmth.
Products & Services
Tangible support helped Kaban shape its offerings through the development of naming conventions for both room types and the hospitality offerings, including restaurants, lounges, bars, and lifestyle products. Tangible also designed a range of in-room amenities.
Spaces & Places
To bring the brand to life in the physical environment, Tangible extended Kaban’s identity through signage systems, hoardings, and way-finding. 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.
