Labbrand joined forces with Jinjiang Group’s Global Innovation Center and IU Hotel’s brand team to embark on a significant endeavor – the revitalization of IU Hotel brand design and identity. Positioned as a midscale hotel brand geared towards the vibrant gaming generation, IU Hotel aspired to elevate its brand image and effectively engage with the burgeoning young audience within the expanding Chinese hotel market.

This collaborative effort was marked by a comprehensive exploration of diverse design avenues for IU Hotel. This encompassed a spectrum of possibilities, ranging from the creation of distinctive IP characters to developing a brand identity design that could seamlessly integrate with various aspects of the hotel experience, spanning from interior design to room aesthetics and application interfaces. The project aimed to not only rejuvenate IU Hotel’s image but also to establish a compelling and immersive brand presence that resonated deeply with its target audience.

Challenge

The challenge for IU Hotel was to revitalize its brand identity to reflect the essence of “play is justice” and to enhance its appeal among the gaming generation. The existing brand identity needed to be reimagined and aligned with the preferences and expectations of the target audience. This endeavor was not just about visual transformation; it was about infusing the very essence of the gaming ethos into every facet of IU Hotel’s identity.

Solution

In a collaborative effort, Labbrand joined hands with the Jinjiang and IU Hotel brand team to embark on a comprehensive exploration of diverse design directions aimed at revitalizing the brand identity. This endeavor required a meticulous approach, blending research and ideation to capture the very essence of gaming culture and the preferences of the target audience.

Labbrand’s involvement encompassed a multifaceted approach. This ranged from delving into the creation of distinctive IP characters to formulating a brand identity design that could seamlessly extend across various elements of the hotel experience. This included room interiors, overarching aesthetics, and even application interfaces. Through this project, Labbrand aspired to fashion a cohesive and immersive visual language that not only reimagined IU Hotel’s brand identity but also resonated profoundly with the gaming-centric audience IU Hotel sought to engage with.

Results

The IU Hotel brand identity rejuvenation project successfully enhanced the brand’s appeal to the gaming generation. The rejuvenated brand identity showcased IU Hotel’s commitment to providing a playful and immersive experience for guests. The cohesive design elements created a consistent and engaging brand experience. As a result, IU Hotel saw increased interest and affinity from the gaming generation, strengthening its position in the midscale hotel market.