The Harilela Group, with decades of experience in owning and managing hotels, aimed to create their own brand of hospitality and expand globally.
To achieve this, they commissioned us to create a new brand for their 5-star luxury hotel in the posh Belgravia neighbourhood of London, which would feel fresh yet honour the group's three generations of distinguished heritage in the hospitality industry. We also had the responsibility of laying down the foundation for the upcoming Hong Kong hotel opening in late 2019.
UNCOVERING A TIMELESS BRAND
Our approach was to create a personal and timeless brand that embodied the warm hospitality of group CEO Aron Harilela and the Harilela family.
To achieve this, we conducted workshops to extract and reveal the values and attributes that would shape the brand. The Harilela team was deeply involved in the process of uncovering the perfect name, which led us to use Aron's father's name, Hari, to make the brand feel personal and familiar.
To reinforce the timeless elegance of the brand, we chose a traditional feel expressed through the lettering and monogram, which was reminiscent of the arches of the Harilela family house in Hong Kong. The color scheme of deep blue and gold accent conveyed a sense of legacy, further strengthening the brand's appeal across generations.
FIRST GLANCES NEVER TELLS THE ENTIRE STORY
Throughout the process, we involved the Harilela team in every step, ensuring that the brand remained true to its roots and values.
From user-friendly booking systems, web experience, staff handbooks, collaterals, and out-of-home campaigns, each touchpoint was built upon interesting juxtapositions of narratives that mirrored the hospitality and culture that ran in the Harilela family blood. By remixing lifestyles, culture, customs and a hint of eccentricity of both guests and residents alike, we created one- of-a-kind experiences for guests to discover and unravel throughout their hotel experience.
To further enhance the guest experience, we designed the brand's storytelling to unfold in layers throughout the consumer journey. This included the use of quirky hand-drawn illustrations featuring Hari, the quintessentially British brand mascot we created for the launch.
By incorporating timeless design elements and incorporating cutting-edge amenities, the Hari brand appeals to both the young and the young at heart, ensuring that every guest feels welcome and pampered from the moment they arrive. Whether you're a tech-savvy Millennial or a seasoned traveler who values timeless elegance, the Hari brand has something to offer everyone, making it a truly unique and memorable hotel experience.
Kafai Mak, Creative Direction, Strategy & Art Direction
CREATIVE TEAM & PRODUCTION:
Marc & Chantal
Carmen Ng, Illustration