Redefining luxury as moments of meaning, not status.
Miros, the new luxury hospitality brand from The House of Abhinandan Lodha (HoABL) was designed to enable travellers to discover not just new destinations, but new dimensions of themselves.
From the outset, Miros was imagined as more than a hotel brand. It is a philosophy in motion, built on the belief that true luxury today lies not in things, but in moments.
The name Miros is derived from a portmanteau of ‘Miracle’ and the Greek suffix -’os’ (meaning island), evoking a place of enchantment, layered experiences, and personal transformation.
At the heart of the identity lies the Adaptive ‘O’ a shape-shifting visual device that acts as a metaphorical portal to the moments MIROS promises. It brings to life the brand’s belief that true luxury is no longer defined by possessions, but by deeply personal experiences of wonder and connection. Whether on a hotel facade, a co-branded tote, or an Instagram story, the ‘O’ evolves with every context - mirroring the ever-curious spirit of the MIROS guest.
With Miros, we created a living identity system - expressive, intuitive, and emotionally grounded - designed to reignite the spirit of discovery for a new generation of luxury explorers.
Brand Positioning | Brand Name | Tagline | Brand Identity | Visual Identity System
As Creative Lead at Plus One Design