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Royal Tulip is a collection of 20 exceptional upscale hotels located throughout Europe, Africa, Asia, Latin America and the Middle East. The Group’s marketing experts worked together with the Landor agency to give this upscale brand an identity makeover while highlighting the special features of each hotel. This new brand ecosystem has been designed especially to promote the Group’s development goals.

Introducing a harmonious new identity

Inspired by the enchanting settings of Royal Tulip hotels and strong brand appeal, the new identity plunges travelers into a lively, sophisticated universe with natural overtones. Designed to evoke a world of profusion, stimulating the senses, this new identity embodies the brand’s upscale character.

 

Elegant colours, an elegant logo

The tulip - the identifying element of this Dutch brand - is redesigned as a crown jewel set on the Y, expressing both the simplicity of a modern brand and the refinement of a collection of upscale hotels.

Symbolizing a certain idea of profusion and premium, the brand identity features 3 colours: green, gold and white, to embody the hotel collection’s sophistication and simplicity. Finally, the Poppins font was chosen for its characters that echo antique and modern lines, similar to the Royal Tulip logo which itself represents royal and contemporary symbols. This visual identity dovetails perfectly into the brand’s DNA.

 

A lush leaf pattern designed especially for the brand

The differentiating element of this new identity is its unique and original pattern symbolising profusion and extravagance, appealing to the senses. Inspired by tulips and luxuriant plant life, this pattern upholds the brand values of abundance, beauty and inspiration while evoking noble pictorial art, namely the famous paintings of the Douanier Rousseau.

 

An intercultural marketing process

The Royal Tulip marketing teams, working together with the Landor agency, had to first define the global identity of an upscale brand for a collection of hotels located in countries with highly diverse cultures. To break down cultural barriers, they decided to use a creative process based on interviews with various stakeholders (hotel owners, clients, partners, etc.) and numerous workshops.

All new hotels and renovation works will integrate this new identity, and the brand plans to roll it out across all of its hotels by the end of 2020.

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