LA FESTA

OUR WORK

LA FESTA

Crafting a Tale of Curious Wonders

Last Updated
July 12, 2022
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When QUO received the opportunity to create a new brand that would become part of the Curio Collection by Hilton, our team embarked on a journey to bring La Festa Phu Quoc to life.

Building from the foundation, here’s how we crafted the brand essence, naming strategy, brand and visual identity that form the experience at this novel property.

la festa phu quoc

SERVICES

Brand Culture
Brand Naming
Logo Design
Tone of Voice
Promotional Design

BRAND CULTURE

La Festa: A Tale of an Artist

Since its conception in 2018, Sun Hospitality Group (SHG) has been at the forefront of luxury in Vietnam’s dynamic hospitality landscape. In 2023 the group will open a new resort under Curio Collection by Hilton—the brand’s inaugural property in Vietnam. The 197-key resort is set in a vibrant coastal destination, Sun Premier Village Primavera, featuring distinctive Mediterranean-inspired architecture and an array of restaurants, bars and iconic landmarks.

Working closely with our clients, the QUO strategy team led a workshop to determine La Festa’s brand culture and essence. The process began with a story genesis—a fictional tale that will serve as a foundation for the brand concept and the hotel’s naming. 

For La Festa, the journey started with the tale of an artist from Phu Quoc whose vocation takes him on a seafaring adventure, and ultimately into the arms of love. After returning home with his partner, the two create a whimsical place of hospitality inspired by their travels. Our strategy and editorial teams built on this narrative, and La Festa was born.

BRAND NAMING

Bringing the World to Phu Quoc

Drawing from the property’s Mediterranean-inspired design, QUO explored names that suggest a sense of la dolce vita. The result is a lively name reminiscent of festivities and celebrations with loved ones by the Amalfi coast—La Festa. La Festa literally means ‘holiday’ or ‘festival’ in Italian. It is memorable and easy-to-pronounce word that encapsulates the simple pleasures of Phu Quoc. The name evokes a sense of vibrancy, as well as wondrous joy and celebration of love and kinship experienced by the fictive couple. Not to mention, ‘La’ also adds a distinct Italian flair to the name.
LOGO DESIGN

Celebrating Love and Kinship  

QUO’s creative team then stepped in to design and develop the logo by drawing inspiration from the stacked buildings that have become the epitome of Amalfi Coast ingenuity. The final logo reflects this architectural distinction and adds a subtle layer of meaning through the connected letters ‘a‘ and ‘t‘—symbolising bonds of friendship and celebrating love among people and cultures. For the logo and brand colour, turquoise blue takes centre stage as a shade that awakens emotions associated with joy and festivity.

TONE OF VOICE

A Cinematic Dream

“Art is a lie that makes us realise the truth.” – Picasso

La Festa’s tone of voice captures the intensity and romance of the couple falling in love with one another and the Mediterranean world. Creating this sentiment in Phu Quoc, QUO created a tone of voice based on the core concept of ‘Imagine the Wonder’.

The voice traits we designed are ‘festive, familiar and cinematic’ to capture the experience of a distant adventure that touches their hearts—now brought home so guests can experience them in the same way. It does not attempt to recreate or replicate, nor does it pretend to be what it is not. Thus, it is a cinematic dream of the Mediterranean informed by memory and retold through this festive sharing of the imagination.

la festa brochure ad
PROMOTIONAL DESIGN

Bringing Phu Quoc to the World

In addition to conceptualising the brand culture and establishing La Festa’s visual identity, QUO also created marketing collateral and other resources for La Festa. These include designs for the hotel’s PowerPoint presentations, stationery, brand brochure, factsheet and more. 

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WINK

OUR WORK

WINK

Pioneering hybrid space in South East Asia

Last Updated
September 19, 2019
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The creation of the Wink Hotels brand presented a new set of challenges for QUO. When we were approached by Vanguard Hospitality and Indochina Capital in 2016, we were not simply asked to develop a dynamic new Vietnamese hotel brand, we were also tasked with building real brand recognition across Vietnam long before the first Wink Hotel opened its doors. 

Here’s how we tackled one of our most exciting and rewarding projects to date.

SERVICES

Brand Culture
Brand Naming
Logo Design
Tone of Voice
Promotional Design
Website Development
Online Marketing

BRAND CULTURE

A New Concept for a New Vietnam

We started this branding journey as we always do—by building a culture and essence that defines the spirit of the brand. Our strategy team worked closely with our clients to decide where this new brand—which didn’t even have a name yet—should fit within the Vietnamese hospitality space.

We travelled to Vietnam to lead an intensive two-day workshop to unearth the answer. By the end the direction was clear. The new hotel brand would focus on the needs of a dynamic new generation of travellers while remaining underpinned by traditional Vietnamese values. From this, the brand’s ‘Indochine 2.0’ cultural essence was born.

Indochine 2.0 is inspired by the tenacity of the Indochine mentality, finding harmony between modernity, innovation, efficiency and the city vibe, ensuring guests leave with a vivid impression of the destination and the brand.

To help bring the brand to life, QUO’s strategy team developed a suite of touchpoints and experiences attuned to the needs of Indochine 2.0 travellers by tapping into contemporary desires and expectations. Inspired by traditional Indochine shophouses, our strategists imagined a hotel where work, life and relaxation could blend seamlessly together in one vibrant whole. This work-life dynamic was to be expressed with exciting features and touchpoints in Wink’s hotels, including multifunctional, multifaceted open-plan lobbies that offer entertainment, food and drink; a library and retail space; flexible minimalist-style guestrooms; intuitive in-room technology; well-equipped co-working spaces; and more.

BRAND NAMING

A Name for an In-the-know Brand

A vibrant new brand needed an energetic, playful name that would connect with the Vietnamese millennial mindset. An English name was preferred, but it had to be easily understood by a Vietnamese audience, easy to pronounce and carry a strong meaning that connected to the brand culture.

In the end, the name ‘Wink’ was chosen from a strong shortlist. It was preferred for its approachable, playful meaning, and its ability to communicate an ‘in-the-know’ brand that aligned perfectly with the guest experience and Wink’s place at the centre of Vietnam’s vibrant urban communities.

LOGO DESIGN

Easy on the Eye

Once the ‘Wink’ name was in place, it was time to bring it to life with a logo that reflected the youthful spirit of the brand. In the end, a simple, modern sans serif font was chosen, with the second part of the ‘W’ contracted to give the subtle impression of a wink. This treatment added a playful dimension to a simple yet sophisticated logo that reflected the contemporary aesthetics of Indochina. 

TONE OF VOICE

Sleek, Chic and Fun

The Wink tone of voice is built around a ‘chic and cheerful’ voice concept that embodies Indochine 2.0 and reflects the region’s infectious optimism and bold style, peppering its speech with upbeat exclamations while maintaining a cool, clued-in tone. It seamlessly alternates between sleek prose and cheerful expressions. It plays with punctuation—using ‘;’ to represent a wink—onomatopoeia and phrasing, creating a unique and engaging tone while remaining easy to understand.

PROMOTIONAL DESIGN

A Nod to the Future

Even though Wink had yet to open its first hotel, it needed plenty of marketing collateral and other resources that would help it grow its presence ahead of launch. QUO developed visually compelling materials such as a brand brochure, factsheet, PowerPoint presentation, stationery and more. We also designed a full suite of operational collateral, ready to be rolled out on the opening of the brand’s first property.

WEBSITE DEVELOPMENT

Indochine for the Digital Age

The absence of a physical property didn’t mean it was too early to establish Wink’s digital presence. Not by a long shot. QUO immediately designed and developed a sleek holding website that combined the newly developed visuals and tone to create a compelling online representation of this vibrant new brand.

You can see it for yourself right here.

See Indochina with fresh eyes. Well ahead of Wink’s launch date, QUO designed a holding site that communicates the Indochina 2.0 philosophy with on-brand visuals, a chic and cheerful tone of voice and parallax scrolling effects.

ONLINE MARKETING

Connecting with Indochine 2.0

Not quite ready to rest on its laurels, Wink wanted to start building the brand’s online influence from the get-go. With QUO’s help, Wink began engaging with the Indochine 2.0 generation in new and innovative ways. Together, we set out to demonstrate that you can amass a social media following before you’ve even finished building your first hotel.  This was not going to be your typical hotel Facebook page. Instead, we planned to turn Wink into an online persona and trendsetter.

QUO developed a social media strategy and a platform-spanning content plan to help Wink spread its message. The brand speaks to its target audience through Facebook and Instagram posts about music, art, fashion, style, trends and a little light-hearted philosophy. These also direct readers to the Wink emag, home to longer-form blog posts covering everything from hangover remedies to upcoming art exhibitions.

From fashion to food, QUO has helped Wink create and curate a dynamic social media presence. The brand is already emerging as a go-to source for what’s hot in Vietnam—all experienced through the lens of Indochine 2.0. As that presence grew, Wink prepared to deepen its relationship with its target audience even further.

In a calculated multi-level strategy, QUO helped Wink arrange a photography competition. We reached out to Wink’s followers, asking what Indochine 2.0 means to them. The caveat: the answer had to be presented in photographic form along with the hashtag #winkphotocomp2018.

The competition brought fresh eyes to Wink’s social media platforms, and it also gifted the brand with an archive of stunning photos that communicate the Indochine 2.0 aesthetic.

In the end, a young freelance photographer named Hồ Nguyễn took first prize. Her work was exhibited alongside several runners-up at Through the Eyes of Wink, an exhibition hosted at Toong co-working space in Saigon. 

MORE CASE STUDIES
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An Inviting Urban Sanctuary in Pattaya City
Brand Culture . Guest Experience . Tone of Voice . Visual Identity
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THE MYST

OUR WORK

THE MYST

Tapping into a Vibrant City’s Soul

Last Updated
September 19, 2019
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In mid-2016 Vietnamese hotel company Silverland Hotels & Spas had some ‘soul searching’ to do. With seven sleek mid-range properties located around Saigon, they thought it was time to launch something a little different. With a premium boutique concept in mind, they wanted a brand that would capture the essence of Saigon and pay tribute to its charming alleys and shophouses with strong design elements that connected travellers to the locale.

SERVICES

Brand Culture
Visual Identity
Tone of Voice
Website Development

BRAND CULTURE

Emerging from The Myst

Silverland’s desire to tell an authentic Saigon story presented a refreshing challenge for us. Receptive to more fearless and progressive brand traits, they were open to creating a truly ‘Vietnamese’ brand that had an exclusive vibe, but was more inclusive than their competitors. Free from the constraints of conservatism, we cultivated The Myst’s persona as a peaceful respite amidst the bustle of Saigon, one that celebrated the locale in a boldly contemporary way.

VISUAL IDENTITY

Evoking Tradition in a Contemporary Way

In order to visually express The Myst’s brand essence as a “refreshingly unique expression of Saigon culture”, QUO created a minimalist, yet distinctive, letterform-only logo. Emphasising the mystery and the promise of discovery, the ‘Y’ is stylised to omit its right arm, piqueing curiosity for about product.

The letter ‘Y’ also represents a fork in the road, reminiscent of the nostalgic old alleyways (hẻm) of Saigon. By using a sans serif font for ‘The Myst’ and a serif font for its descriptor—‘Dong Khoi’—we created a contrast between old and new, just like The Myst itself.

TONE OF VOICE

A Magical, Myst-ery Tour

When finding a voice for The Myst, we wanted to tap into the ‘poetry’ of life in Saigon, its rhythms and the nostalgic vibe of its old shophouses and alleyways. The resultant voice sports a mellifluous tone, with a hint of poetry to set a gently intriguing scene.

WEBSITE DEVELOPMENT

Cyberspace, Myst-ified

In order to share The Myst’s story with the world (and encourage direct bookings) we created a website that would act as an online storyteller. This visually delightful and descriptive site shares pertinent need-to-know details, while alluding to the gems of the property and locale awaiting guests’ discovery.

Naturally, the booking button is prominently displayed, as well as a chat feature for visitors to instantly communicate with The Myst. The imagery captures The Myst’s unique decor while a super-simple UX makes it effortless to navigate.

In March 2018, The Myst was featured in a write-up on Hospitality Design for its boutique blend of antiques and modern lines.

Enjoyed this article? You can read more about the work we’ve done for some of the world’s biggest brands here.

MORE CASE STUDIES
HOSPITALITY
An Inviting Urban Sanctuary in Pattaya City
Brand Culture . Guest Experience . Tone of Voice . Visual Identity
HOSPITALITY
Taking Hospitality Investment By Leaps and Bounds
Brand Culture . Guest Experience . Logo and Brand Identity . Visual Identity . Website Development
HOSPITALITY
An Immersive Dining Concept for an Iconic Taj Hotel
Brand Culture . Guest Experience . Tone of Voice . Logo and Brand Identity . Visual Identity
HOSPITALITY
Sculpting a New Kind of Salon Concept
Brand Culture . Naming Strategy . Tone of Voice . Logo and Brand Identity . Visual Identity
HOSPITALITY
A Tale of Curious Wonder in Phu Quoc
Brand Culture . Guest Experience . Naming Strategy . Tone of Voice . Logo and Brand Identity . Visual Identity

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