The Hari Hotel

Harilela Group

After nearly six decades acquiring and managing hotels, the Harilela Group has finally created its own hotel brand and opened the first hotel in London’s Belgravia posh neighbourhood. We were commissioned to create this new brand from scratch.

 

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The challenge

When we first sat down with Aron Harilela, CEO of the Harilela Group and heir to the family business, we quickly realised the magnitude of the challenge in front of us: We had to create a legacy brand that felt completely fresh and contemporary while being the vessel for three generations of tradition in the hospitality industry.

Our Approach

Our approach was to shape a uniquely personal brand, based on the attributes that Aron himself radiates: warmth, elegance, wit and charm.
At a time where most hotel brands are trying to reach out to Millennials, we wanted the Hari brand to transcend generations, with an old-school attitude, wrapped into a coat of modernity.

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- Strategy and naming -
The strategic phase was build around a series of workshops aimed at extracting and revealing all the values and attributes that would shape the brand itself. We wanted the brand to feel personal, intimate and familiar, which led to the decision of using Aron’s father name: Hari.

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- Brand Image -
The brand image has a traditional feel, expressed in the choice of lettering with a monogram reminiscent of the characteristic arches of the family house in Hong Kong. The deep blue colour and gold accent convey a sense of legacy.

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- Brand guide -
The formality of the brand image is balanced by the eccentric appearance of hand-drawn figures and characters such as the brand guide we created for the launch.

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- Brand Voice and culture -
As we were launching a whole new brand, setting the right tone was critical.
We first started with internal branding by creating a staff handbook introducing the brand to every new employee, in a witty and engaging tone. This handbook was a key tool to design and animate the training programs for the new hires.

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- Hotel concept and guest journey -
The hotel concept is represented through a typical guest journey, where we connect each major touch-points to the brand essence. The sense of arrival, the staff's uniforms, the feeling of the rooms, the restaurants… all those elements are articulated in a guest journey framework.

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- Brand communication -
Finally, we went on to develop the external communication by writing all the content for the consumer-facing website.