With Jin Jiang Hotels’ acquisition of Radisson Hospitality Group (RHG), the group set ambitious plans to expand its hotel brands across China. Known for its playful twist on the conventional, Radisson RED, a bold and design-driven brand within the group’s portfolio, was a central piece of the group’s strategy. In order to successfully resonate with Chinese consumers and capture the attention of the growing upper middle class, LABBRAND was entrusted with the task of localizing Radisson RED’s brand strategies and experiences.

LABBRAND’s role in this partnership was pivotal, highlighting Radisson RED’s brand positioning and essence, making it distinctly recognizable in an increasingly competitive market.

Our comprehensive approach strengthened Radisson RED’s market relevance and also positioned it as a leading choice in China’s booming hospitality landscape.

Radisson RED:
Signature Brand Experiences

Leveraging research methodologies and cultural decoding, LABBRAND ensured that every creative output is evaluated and validated through consumer insights, and that the localized brand experience speaks directly to the needs and preferences of Chinese consumers.

Cohesive and Consistent Brand Identity

Shaping and maintaining a cohesive and consistent brand identity is critical in strengthening brand recognition and protecting brand integrity.

The brand guidelines ensure that the visual language, tone of voice and communication styles are unified across the Radisson RED’s consumer touchpoints.

By introducing a vibrant, design-forward experience that appeals to the modern-day traveler, Radisson RED is changing the hospitality landscape in China. The striking combination of contemporary aesthetics with a playful approach to service positions their hotels as a trendy yet highly inviting space that encourages buzzing interactions and creativity. With LABBRAND, this bold and fresh approach to hospitality is not only made more prominent, but more cohesively experienced, enhancing the brand’s market relevance and resonance with guests.