Hey Focus Lounge

Brief

‍Hailed as a premium shared space in Dasmarinas, Cavite, our 80 sqm floor area opened in 2018 catering the needs of students and independent professionals. The concept blends the best features of cafes, libraries, lounge and office environment. Whether you prefer an individual desk or shared table space or even a sleeping couch, customers can have a dedicated space for their preferred set-up, while enjoying unlimited beverage, high-speed internet access, use of office facility and secured parking space. In the opening quarter of 2020, the pandemic happened, forcing the store to close in August 2020.

Business Goals

Hey Focus Lounge was more than just a business endeavor—it was born out of friendship and a shared vision of fostering community. We believed that caring is the highest form of service, and this philosophy drove us to create a space that catered to students and professionals alike. Our mission was to engage with the local community and provide a haven where creative and innovative ideas could flourish. From an easy booking system and flexible work hours to unlimited beverages, cozy furniture, and a serene ambiance, every element was thoughtfully designed to help our customers focus and thrive. We aimed to cultivate a dynamic work environment that aligned with the global shift toward an innovation-driven economy.

Intentionally declarative in form, the brand name reflects the brand message. The phrase, Hey Focus embodies this purpose, speaking without the need for additional words, acting and moving upon what need to be done, in a strong tonal conviction. We want the customers tosay, “Tara Focus tayo” (Hey, Let’s Focus!). The goal is to instill instinct pertaining to the brand., actively thinking the features of the physical space, perks of our serviceofferings, and the overall brand objectives.

Brand Experience

At Hey Focus Lounge, the core of our business revolves around crafting meaningful experiences. We want our customers to feel as though they’re stepping into a space that’s as comforting and welcoming as home, yet inspiring enough to fuel their focus and creativity. From the moment they walk through our doors, every element of the space is designed to engage their senses and create a lasting impression. With this, we relied on designing for the five senses.

From the inviting interiors with thoughtfully curated furniture, natural lighting,carefully designed soundscape, blending soft ambient music with acoustic panels to minimize distractions, the subtle yet refreshing scents greeting guests as they enter the space evoking a sense of calm and focus, to every material that was chosen with care—plush seating, smooth desks, and textured accents making the space feel personal and premium. And even though we were not allowed to offer cooked beverages, we made sure that we can cater to various preferences by offering refreshments and snacks, even offering them order and delivery services when they need something outside our menu.  

By thoughtfully engaging all five senses, we offered an unparalleled experience—a sanctuary that is not just functional but deeply memorable. Whether you’re for work or simply to recharge, our space is designed to inspire, delight, and motivate.

Values

As our business goals were focused on experience, we aligned our brand objectves in five values: Effiency, Creativity, Communal, Driven and Tranquility. These values guided us in building a space that is not only comfortable but also memorable and engaging as a brand. Compelling copywriting and strong storytelling play a vital role in connecting with customers on an emotional level, fostering loyalty, and communicating the unique value of our brand.

A meaningful life revolves around the decisions we make, and the purpose we embrace. Our main objetive was simple: we are committed to providing our members with the support they need to achieve success, by whatever definition it means. We are dedicated to creating a conducive environment where everybody can work productively, by offering a variety of features that can help them learn more, grow more, and be more; by creating a community that focuses on what truly matters.

Marketing

Our marketing approach focused on building a strong online presence through well-curated platforms and thoughtful storytelling. By creating meaningful narratives and leveraging strategic frequency and proximity, we aimed to increase brand awareness within our target community. This method not only connected us with our audience but also reinforced our identity as a space where focus and creativity converge.These reflections and strategies continue to inspire how I think about branding, storytelling, and community-driven innovation.

Rebrand

Since Hey Focus Lounge closed, I’ve found myself constantly reflecting on the brand and asking, “What if?” This venture left a deep imprint on me, and as a tribute to the business—and especially to my friends—I revisited our brand as part of my requirements for Branding Experience module during my MA. It was a way to reimagine our potential and keep the essence of Hey Focus alive.

Learnings

Hey Focus Lounge was a collaborative venture built by seven passionate alumni from DLSU-Dasmarinas. For me, it was my first real business endeavor, and it became an incredible learning experience. Being deeply involved in the marketing and day-to-day operations, I gained firsthand insight into what it takes to run a store and maintain strong client relationships. One key lesson that stood out was how delivering high-quality products and services is the ultimate branding strategy—it’s the foundation for building trust and driving successful marketing.

Although we closed our doors in 2020, our friendship remains unbreakable, hence our story actually got stronger becuase of the incident. We often even talk about the possibility of reviving what we started. Hey Focus Lounge will always hold a special place in our hearts, and who knows? The story might not be over yet.