With decades and generations of experience in owning and managing hotels, it was time for the Harilela Hotel group to go to the next level and create their own brand of hospitality. With a first property in Belgravia, London, followed by Hong Kong, the group is on an exciting course to develop the brand internationally.
We intended to shape a uniquely personal brand, based on the attributes that Aron Harilela radiates himself: 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 old-school wisdom guiding a modern, engaging attitude.
As we were launching a whole new brand of hotels, striking the right tone was critical. We set out with internal branding, and the elaboration of a staff handbook. Introducing The Hari brand to every new employee in a witty and engaging tone, this handbook was key in designing the training programs for the new hires. The formality of the brand image is balanced by the quirky appearance of the hand-drawn illustrations featuring Hari, the quintessentially British brand mascot we created for the launch.