WINK HOTELS

OUR WORK

WINK HOTELS

Branding ‘Indochine 2.0’

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 chick 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. 

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THE MYST

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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.

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URBAN LOFT

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URBAN LOFT

OPEN DOORS TO THE OPEN-MINDED

Last Updated
November 27, 2020
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In 2020, Althoff Hotels appointed QUO to help them define their new brand: URBAN LOFT.

The brand had already been in development for several years, originally imagined as a budget brand before pivoting to a design-led lifestyle product.

While some existing brand work was in place, there was a need to deliver greater clarity in key areas, including target audience and competitive positioning, and to create a strong visual identity, a unique voice along with key roll-outs.

SERVICES

Brand Culture
Visual Identity
Tone of Voice
Brand Video

BRAND CULTURE

More Than a Hotel, It’s a State of Mind

QUO created a bold brand identity for URBAN LOFT. One that addresses the New Localist traveller and energises neighbourhoods by providing an open canvas for mutual inspiration, relaxation and collaboration in creative communities across Europe.

“URBAN LOFT is more than a hotel, it is a state of mind”.
VISUAL IDENTITY

Pushing the Boundaries of What’s Expected

Urban Loft also needed a strongly-defined visual identity that would express its passion for design, which lies at the core of the brand’s DNA. With two properties under construction in Berlin and Cologne, QUO’s creative team developed an unconventional typography treatment at both the brand and property-levels, combining colour clashes, overlapping, unusual cropping and contrasts.

TONE OF VOICE

Meet ‘The Curator’

To that end, we created a voice persona that speaks with rhythmic and punctuated pacing and favours relatively long headlines followed by spare, sometimes fragmented body copy. Their penchant for one-liners, name dropping and parenthetical asides keep readers interested. We called this persona ‘The Curator’.

BRAND VIDEO

‘I Am Urban Loft’

The QUO video team was tasked with crafting a new video for the brand. Our goal was to showcase URBAN LOFT as more than just a hotel. Through a series of short vignettes telling urban stories, the video emphasises the individuality of the creatives and free thinkers who converge here. Each has a story to tell.

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INK HOTELS

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INK HOTELS

TAPPING INTO THE SOULS OF VIBRANT CITIES

Last Updated
July 22, 2021
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When Singapore-based hospitality player Next Story Group approached us in 2019 to create a bold new brand for the Gen Z traveller, we knew this would be more than just a hotel…

SERVICES

Brand Culture
Visual Identity
Tone of Voice
Brand Video

BRAND CULTURE

Putting it in Ink

Ink is all about vibrant, playful and comfortable places to make your own and hang out with locals and travellers alike. It is designed to host, connect and inspire a new wave of curious, plugged-in explorers seeking more transformative and creative experiences. Environmentally and socially conscious, Ink delivers genuine value, while guests can expect excellent quality when it comes to the things that really matter.

VISUAL IDENTITY

New Name, Fresh Look

When Next Story Group originally brought the brand to QUO, it was known as ‘Linq’, but they wanted to explore other names with the hopes of finding something that better captured the brand’s distinct and colourful DNA. Naming strategy followed and ‘Ink’ emerged, paving the way for a refreshing logo, photography guidelines and colour palette. The resulting visual identity is free-spirited, creative and more than a little quirky—surprising viewers with unexpected imagery and ultimately priming them to connect, laugh and colour outside the lines.
TONE OF VOICE

Sounds like Fun, Must Be Ink

Ink is also all about inspiring prose. Our content team created a tone of voice and a thorough style guide that conveys the brand’s sense of laidback fun and social energy, positioning it as an inclusive community space that is open to both travellers and members of the local neighbourhood. A new type of hotel for a new generation of curious souls, we wanted to push the boundaries of what a hotel tone of voice can and should sound like.
BRAND VIDEO

Gen Z Are Online Natives

To appeal to an audience that grew up online, we knew that Ink’s website needed to take it to the next level. Balancing an explosion of on-brand words, images and colours with deep functionality, their intensive website covers everything from the brand and property basics to booking and local-approved neighbourhood guides. The first Ink property was launched in December 2019 in the heart of Melbourne’s hip waterfront hub, while a second property is due to open in Singapore this year.

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HOSPITALITY
Branding ‘Indochine 2.0’
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Tapping into a Vibrant City’s Soul
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