Clean, simple and striking was the approach of our brand language. We worked on the nomenclature as well as the brand identity.
The name “Pause” works as a reminder to weary travellers on the highway to take a breather. It connected with the logo we designed – a pause sign combined with the restroom doors, which helps drive home the brand message together with the name, as one cohesive unit.
Using a combination of striking colours- red and white, with clean lines and easy to understand graphics, we also designed the wayfinding system and iconography to reinforce the same concept.