Shama Hub

Freedom your way

Shama Hub is a new sub-label of ’Shama’, one of the hospitality brands under the umbrella of Thailand’s Onyx Hospitality. At the time of writing, the first Shama Hub properties were in the works at two locations in China with many others to follow.


The brand emphasises flexibility at the core of its offering, hence the belief “Freedom your way”. Shama Hub approaches living with a unique twist and playful wit. The brand aims to combine efficient and high-energy public areas with innovative design solutions for space-efficient floor plates and this philosophy brings to life modules that are more flexible and all addressing the needs of the regular travellers or long-stay guests. The brand’s personality is being innovative, cool and accessible.


For this programme Brandcourage focused on the brand strategy, the look and feel and the graphical illustrations – including the colours, supergraphic, photography, etc. – also making sure that the identity fits nicely into the brand architecture of Shama as the master brand. In addition to the visual identity work, BC also established the verbal identity and defined the way Shama Hub sounds like.