Innovation in the economy hospitality market is a very complicated exercise. Creativity must acknowledge and compose with concrete operational challenges that are often overlooked by design agencies. With this new VI, Labbrand managed to simultaneously set a resolutely new, modern tone for the brand while preserving and re-interpreting the core identity of the original 7 days. This new identity strengthens 7 day’s differentiation in the economy segment by re-emphasizing core brand promises of warmth, friendliness and good sleep everyday. It is both unapologetically economy and resolutely modern. LABBRAND showed impressive foresight in projecting how the system would be used in different hotel environments. The system’s flexibility allowed us to ensure great consistency between brand VI and product design and has facilitated easy implementation across our thousands of properties throughout China.