Avani

Rebrand & Visual Identity

Avani Hotels - a contemporary hotel chain, part of the Minor Hotel group, with city and resort destinations across Asia and Africa in the main.

THE BRIEF

This was a top to toe brief which took in the complete brand
experience. We needed to look at the entire operation, from
the way the brand presented itself in person, in advertising,
in design.

Changes to the brand positioning and overall philosophy would
mean a big impact on service culture and HR as well as visual
identity and tone of voice. The brand was to be stripped back
and rebuilt as one which could practice greater control and make
more honest connections with its guests.

Two conditions for the brand were in place; the logo had to remain
the same for costing reasons (with the allowance of changing the
naming conventions), and the plum colour we’d inherited needed
to be kept in consideration.
THE CHALLENGE

From initial review of the brand it was clear there were countless
creative ideas but little framework to host them. The brand lacked
clarity; there wasn’t a clear direction on what the brand stood for,
who it wanted to appeal to and what made it interesting, different
and relevant. The brand seemed to be at a crossroads with lots of
interesting elements in place, but with a convoluted narrative
surrounding it.
THE SOLUTION

Slider needed to remove any grey area surrounding the brand to
help the brand move forward confidently. The idea was to simplify
greatly to encourage ‘what we say is what we do’.

The brand positioning document was recreated, built from the
information the marketing and brand teams were able to share
in market research, customer feedback and best/worst practice
over the previous 3-4 years.

The brand was positioned to promote a group of hotels that values
‘Balance' above all else. Balance for the guests through the highs
and lows of a day, food and drink choices, health, fitness, work, play,
busy areas, sanctuaries and so on. This was designed to suit the
demands of the modern traveler allowing the hotel to flex to them as
opposed to the guest making compromises. The Hotels would
ultimately modify everything from procurement to day to day operations
to help build this narrative.


In Visual Identity:

The existing Avani Plum colour is widely used across their existing
properties, in interior design/soft furnishings and signage. In order to
get around the procurement problem of having to change everything,
we added 20% black to the existing colour to tone it down and bring it
into a smarter more visually appealing space. This allowed us to work
with a stronger palette graphically while not moving too far away from
the existing colour.

We commissioned bespoke illustrations inspired by Victorian illustrations
and etching techniques. Slider worked alongside Matthew Green to put
a modern twist on the traditional style. We wanted to create a selection
of playful elements that could be used on internal collateral to add
another creative layer to the designs.

We brought in award winning writers to help us with the new tone of
voice. The challenge was creating a young, fun and playful language that
would be understood across multiple languages/cultural groups. We didn’t
want to alienate their clientele (predominantly Asian) by using English
colloquialisms. The outcome was simple to understand language
with a playfulness.

It was a collaborative process resulting in the delivery of extensive
brand, tone of voice and visual guidelines.

Ultimately Avani was rebranded in positioning, visual identity and
tone of voice. Brand pillars were formalised to help move forward in
silos to control/influence decision making. Within this all output was
considered across training and HR, photography, advertising,
procurement and so on. We are currently applying this new narrative
to sub brands AvaniKids, AvaniFit and AvaniSpa.
"We have been so lucky to come across Slider that have
been supporting us for the past year. We have found
them to be incredibly professional, creative, pragmatic
and fun to work with! The team is always accessible,
ready to help and delivers promptly. Their work is of an
incredibly high standard and speaks for itself.
It is a great pleasure to work with them."
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