Since its founding in 2014, My Property Host (MPH) has built a prominent position in the UK’s hospitality sector, offering end-to-end solutions for short-term rentals.
In 2020 MPH soft-launched ‘Relax’, a new accommodation solution that utilises vacant student accommodation during the July-September summer holiday period. Following initial success and the prospect of a boom in domestic travel for the 2021 summer season (due to the easing of COVID-19 restrictions), MPH decided it was time to re-launch the brand with a stronger concept and identity.
QUO worked with MPH to identify the strategic opportunity defining a brand that stands for a fun, engaging summer experience. ZENI was born.
Brand strategy & culture
Brand architecture
Naming
Logo & visual identity
Tone of voice
CID Guidelines
Applications
Website
As a seasonal brand, ZENI’s positioning and identity needed to be closely associated with the joys of summer. QUO’s strategy team developed a unique concept of a fun summer-only brand, tapping into the emotions of the holiday period and what it means. Underpinned by the values of the conscious traveller, ZENI promises to welcome guests to its vibrant community with open arms, with a focus on nurturing meaningful human interactions.
The name ZENI draws inspiration from the Greek god of hospitality Zeus Xenios and his role as a protector of travellers. Our creative team developed a logo that connects strongly to the meaning behind ‘ZENI’ and represents opening doors to a new community through the use of the letter ‘i’. But above all, it represents the idea of a perpetual welcome and coming together.
In line with the concept developed, QUO also created a social media video—featuring fast cuts and energetic music—to engage ZENI’s target audience in on-brand, summertime activities.
