The Nina Experience
The Brief — Renewing A Historically Significant Hotel Brand in Hong Kong but Keeping the Essence of Hospitality
Nina Hospitality, a heartwarming positioned hotel group, has gone through a rebranding process. Despite the new logo showcasing the elegance of the brand, the hospitality group itself was in search of the heartfelt character that brings life into the new branding.
That brought the client to us, where we realised the multiple gaps waiting to be filled, from developing a comprehensive visual system, to create a holistic experience for the hospitality brand.
Strategy & Art Direction
Hong Kong
January 2022
Current State - Renovating
Part of the team Eight Inc.
Research Insights — Hotel Experience Should Keep its Heart of Hospitality, Going Back to The Roots
The project includes rounds of site visits, manager-level interviews and workshops to identify the customer segments, operational concerns from the frontline staff and the vision from different managers.
Strategy Execution — Surprise Yourself By the Heart of Hospitality
The group, as well as its three sub-brands, will be further established clearly within a 3-year renovation plan, where each tier is targeting a specific customer segment and providing different services.
From there, we designed the unique art direction, which will serve as the character of each tier, and the holistic hospitality experiences for each of them.
Brand Architecture — Three Tiers in The Nina Group
The group, as the head of the family, will be emphasising the character of 'Playful Sophistication'.
