The Park Hotels, a specialist in design-led, boutique hotels in India, has introduced a refreshed brand experience, with a revived visual identity. The first phase of the rebrand has commenced across The Park Hotels’ 12 properties in 10 Indian cities.
The Park Hotels’ rebrand is the result of two years of planning and an investment of US$2.25m, and comprises a new look and feel across the hotels as well as new experiences rooted in the tagline, Anything But Ordinary.
“The Park Hotels is where unusual experiences are possible,” Priya Paul, chairperson at Apeejay Surrendra Park Hotels, comments. “We are known for creativity and innovation that is ingrained in our collective DNA. As we continue to grow, we realised the need to communicate boldly the strength of our brand. The fresh design language strongly reflects contemporary India and our ethos. It is strikingly bold and captures our personality perfectly.”
Vijay Dewan, MD at Apeejay Surrendra Park Hotels, adds: “Generations of global travellers share a strong connection with our brand identity, and our name and core assets are both recognisable and incredibly powerful. The Park Hotels’ approach to luxury paves the way in New India and reflects the modern style that defines our brand today.”
The Park Hotels’ new simple black and white logo helps to bring the colours and richness of The Park’s environments to the fore, while further differentiating it from its competitors.
The new identity has been brought to life through a range of applications, including the creation of an impactful brand video. New experiences will also be offered to guests – with a number of collaborations in the pipeline – which will be announced later in the year.
