Overview

01

Year

2016/2019

Client

THE HARI HOTEL

SERVICE

BRANDING
NAMING
VISUAL IDENTITY
COMMUNICATION
WEB
MOTION
COPYWRITING
COLLATERAL
INSIGHTS
STRATEGY

A story of heritage, elegance, and three generations of hospitality.

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.

The strategic phase was built around a series of workshops aimed at extracting and revealing all the values and attributes that would shape the brand itself. The Harilela family’s warm hospitality was to be infused throughout the service culture of the hotel.

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.

Creative

Appreciation of stories and culture is what truly makes The Hari what it is. Our approach was centered around creating a seamless and engaging experience for our customers to experience these stories at every touchpoint.

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.

Activation

At a time where most hotel brands were trying to reach out to Millennials, we wanted the Hari brand to transcend generations. The outcome was a brand that flawlessly captured the hotel's blend of luxury and tradition, blending old-school wisdom with a modern twist to create an unforgettable experience for guests of all ages.

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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.