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HOSPITALITY
Accor - Grand Mercure Japan
Brand Development
Building local branding for Grand Mercure, which operates globally, in Japan. We held workshops with the staff from 12 locations across Japan and together created the Brand Culture Compass. We developed a local brand guide that serves as a reference for each location on how to incorporate local attractions and differentiate from competitors in their operations.
A consistent platform and brand experience based on the global brand. Additionally, we redefine local uniqueness from a new cultural perspective to offer experiential travel. We provide rich and engaging insights into local culture, along with distinctive storytelling. Clear guidelines for use in training hotel staff resonate and are deeply embraced by all Grand Mercure teams in Japan.
Local motifs from different countries were used. For Japan, we incorporated 'mizuhiki,' a design representing its unique cultural characteristics. Mizuhiki, which involves tying cords together, symbolizes 'connecting people'—not only the bond between the hotel and its guests but also among the staff. At the center is the national flower, the chrysanthemum, surrounded by Mount Fuji and the four seasons, all symbols of Japan. These elements together evoke both tradition and modernity. When presenting the design, we explored various possibilities and offered a wide range of proposals.
The 'frame,' shaped from the motif’s outline, minimally captures the essence of Japanese and local landscapes and culture, offering a new perspective. This is Grand Mercure’s unique graphic system.
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