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FAIRMONT AND GOLDEN LAND

NEQTA: An inspirational urban hub

APPROACH

Inspired by the hive, Labbrand creates this brand new hotel as a place to stimulate your inspiration to better achieve your goals and dreams.

SERVE UP UNIQUENESS

Compared to other nations, the upper middle class in China is relatively younger, sophisticated and mature. There is a call for a new hotel brand that meet the needs of high quality and unique experience. In 2015, Fairmont Raffles Hotels International (FRHI Hotels & Resorts) partnered with Golden Land Group, with an ambition to launch a new mid-tier hotel brand for the Chinese market. Labbrand was appointed to develop this brand.

DREAM CATCHER

Through in-depth interviews, we have identified the profile and personalities of the target consumers. They are young, energetic and passionate. They are people with goals, dreams and action. The represent the Chinese entrepreneurship, dare to think big, dare to take actions and willing to take challenges.

We dived into China hospitality market to identity the emerging trends and opportunities surrounding the target consumers. Based on the insights, this hotel was positioned as an inspirational urban hub that connects everyone and every idea. It is not only a place to stay and rest, but a place to stimulate your inspiration to better achieve your goals and dreams.

FROM MYTH TO LIFE

We created the English and Chinese name for this brand new hotel: NEQTA 诺阁雅 [nuò gé yǎ]. Derived from “nectar”, a sugary beverage for Greek mythological gods, the English name renders a strong sense of western aesthetics. The letter “Q” also echoes with the innovative spirit of the hotel. The Chinese name 诺阁雅 [nuò gé yǎ] delivers the promise of comfort, sophistication, friendliness and welcoming ambiance.

STAY ENERGETIC. STAY INSPIRED.

Created to serve the young and ambitious, our new hotel offers guests style, energy, and excellence.

Conceptually embodying these offerings, the hive served as our inspiration in the development of the visual identity. The hive is a place of growth and exchange, as is this hotel. The bees are dedicated and agile, as is its staff. The honey is carefully crafted, as the products and services.

Labbrand had demonstrated a good understanding of our customers’ needs and was knowledgeable as well as professional throughout the development process, resulting in an insight-backed and differentiating delivery.

Carmen Lam
Vice President, Sales & Marketing, Asia Pacific, FRHI Hotels & Resorts

Labbrand’s innovative brand solutions for NEQTA have been honored by two major awards at Transform Awards APAC in 2015: GOLD and SILVER awards in the design and brand development categories.

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