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Hospitality rebrand
Solo project
Lemon Tree Premier Fresh, fun, free spirited.
Lemon Tree is India’s largest mid-priced hotel chain, and Premier is its upper midscale line. I rebranded it to feel India modern, from the mark to the door tags.
Rebrand a hospitality company
Identity, collateral, amenities, signage, wayfinding
India modern
Academic project
Why rebrand
Travelers meet countless hotel brands. To be remembered, a hotel has to be clearly different.
With the internet and a crowded market, guests now pick hotels by how they feel about the brand. A rebrand is more than a new look. It means deciding who the hotel wants to be, then saying it the same way everywhere.
Research
Reading the hotel landscape.
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Brand pillars
Six words to design against.
India modern means celebrating contemporary India through craft, design, food and genuine hospitality.
Identity
A lemon, a tree and a caring hand.
The mark joins a lemon and a tree with a hand gesture, for the care guests get at Lemon Tree. It is modern, with its roots still in the brand.
#40403FCharcoal#72A580Green#E1AE25Yellow#BB2127RedTouch points
One system, every touch point.
Space