WORK: Connecting with a new generation of travellers
Reflecting the shifts in the hospitality sector and Chinese tourism, plus the increasingly competitive hotel market, Design Bridge Shanghai has reinvented Hotel Jen as ‘JEN by Shangri-La’, creating a brand that will truly connect with a new generation of sophisticated urban travellers and explorers. Completed before the Covid-19 outbreak, our new visual identity can be seen on JEN’s refreshed website and social media, and the rebrand will begin rolling out across hotels from July.
At the heart of our new brand identity is an innovative dual-language logo.
The Chinese character ‘rén’, which represents benevolence and harmony, has been seamlessly combined with the English word ‘Jen’ to build inclusivity for the Chinese market and English-speaking travellers alike.
This interpretation of the ‘rén’ symbol has also been used as a flexible supergraphic throughout our bold and expressive visual language, as well as inspiring a bespoke new typeface and striking geometric patterns.
We’ve also worked with up-and-coming photographers Tristan Zhou and Vivien Liu to create an ownable photographic style for the brand.
A new contemporary colour palette ties everything together.
Our work for JEN by Shangri-La includes a full visual identity suite, an array of digital and physical brand touchpoints and amenities, and a vibrant launch film that will play when guests enter their rooms.
Capturing the true vibrancy of JEN’s hotel destinations across Asia’s most dynamic cities, this is a brand that now encourages local immersion, global connections and cross-cultural collaboration at every stage of the brand experience.
Welcome to New Asia.
