CHALLENGES:
– To refresh the brand and to ensure that the collaterals reflects the level of prestige it is accorded
– Reduce or maintain the production cost of collaterals in the replacement phase of the rolling change
SOLUTIONS:
– We made a tweak to the brandmark by making the descriptor font similar to the logotype for consistency; this small change made it more crisp
– We streamlined each country’s Grand Motif from a full colour version to a one colour line drawing
– This visual minimisation allowed us to apply the graphics more effectively and elegantly while reducing the cost of production
– For countries that did not yet have a motif or had one that did not quite reflect the uniqueness of the locale, we developed a design process to create new motifs that are visually consistent with the others
RESULT:
– The brand revamp is very well received by hotel owners
– The success made Accor to promote Grand Mercure from a upper-tier brand to a luxury brand
– Grand Mercure is now in good company with the likes of Fairmont, Sofitel and Raffles
