Indonesia’s Tauzia Hotels has launched its latest hotel brand, Harris Vertu – a modern and fashionable hotel concept designed to appeal to savvy and contemporary business and leisure travellers. The creation of Harris Vertu provides clearer segmentation between the different brands in the Tauzia portfolio and brings about a shift in the perception of the Harris brand from Indonesian to international.
QUO worked closely with Tauzia to assess the market and analyse the brand opportunities that supported the company’s long-term business strategy. Assisting Tauzia to identify and understand Harris Vertu’s key target markets, QUO then developed a fresh, stylish and relevant brand culture that would appeal to modern business and leisure travellers. To ensure that the brand was then truly felt by all guests, QUO mapped out the guest journey, inserting unique and inspiring experiences at key moments throughout.
See Also: Branding by Experience
QUO further established the brand through the development of a wide range of tools. Logo design and detailed visual identity guidelines ensure a consistent aesthetic for the brand. A friendly and enthusiastic tone of voice with a sophisticated and cosmopolitan twist helps the brand speak in a way that appeals to target guests. Design templates were created for company stationary, sales & marketing tools and operational collateral. Finally, detailed advertising, photography, interior design and uniform design guidelines provide all the advice the brand needs to effectively communicate its identity.
Tauzia Hotels will use the Harris Vertu brand as a vehicle to expand both domestically and internationally, with the first overseas hotel planned to launch before 2019.