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Building a new hotel brand from scratch
BRINGING WELL-BEING AND SERENITY TO THE HEART OF THE CITY
As the largest hospitality and travel conglomerate in China, Jin Jiang has been assiduously building today’s hotel industry, imagining future concepts, and opening up to promising new territories. It planned to hatch a new hotel brand for the China market that brings well-being and serenity in the heart of the city.
The challenge was to tap into the mindset of the target audience and address their needs with au acute brand positioning that is differentiated from the competitive hotels in the same area; and bring it to life through a vivid and iconic visual language throughout the whole consumer journey.
GINCO, LEAVE THE CITY BEHIND
City lovers nowadays have an increasing longing to embrace nature and escape urban pressures, while the hotel can provide a central location and a complete sanctuary at the same time. The core idea of the hotel experience is thus developed – an urban sanctuary to balance the mind, body, and soul – as the starting point for all strategic and visual expressions.
The hotel name „Ginco” is derived from the Ginkgo tree, an ancient plant native to China and a symbolism of longevity and peace. It conveys a natural and healthy sanctuary imagery that the hotel will provide to the guests.
Starting from the imagery of Ginco leaf, we’ve developed the whole visual identity system and bring it to life through internal and external signages, stationery, and other brand touch points to shape a holistic brand universe.
We’ve also provided the Brand Book and vi guidelines for the brand to maintain a consistent look and feel for all the Ginco hotels in the future.