How to reposition an iconic destination into a luxury hotel?

The new transformations of The Kingdom of Saudi Arabia have presented several opportunities for the tourism sector and highlighted the essence of the careful rebranding program.

At the same time, the Covid-19 pandemic had a tremendous impact on the Hospitality sector, negatively influencing an already saturated market. With several international giants neighbouring the district, such as the Marriott, creating a unique brand was paramount.

The key challenge was to retain yet to uplift a legacy homegrown brand targeting the most elite and noble audience. With its deep roots in the culture of The Kingdom of Saudi Arabia, it was important to maintain and highlight the unique and exclusive experiences presented to the visitors staying at the property.

Positioning the property as an Iconic Destination, Jpd created a brand story around its heritage and deep connection to the past, its unique architectural grandeur, inspired by the 19th-century designs of the great Italian master, Giuseppe Mengoni, the unique atmosphere of the elite and reserved experiences for the most discerning clientele, from international Chief Executives to Artists, Public Figures and Statesmen.

“Iconic Destination to Immaculate Hospitality” has inspired a complete Brand Experience and Guest Walkthrough, from the Arrival to the Hotel, stay and activities, culinary experiences and social life, and check out.

The design process started with refining the Brandmark, making it more legible in both languages. Also, moving away from Elaf Hospitality, to build a stand-alone brand and bringing Jeddah, the location, within the brandmark, helped to emphasize the story of the destination brand.

Utilising the play of light and shadow and the atmosphere of the weightless mood and feel, the team developed visual expression around luxurious lightness.

Inspired to imitate how the light appears on surfaces within the hotel experience, utilising soft and rich pastel colours with mint and salmon colours, inspired by the marble surroundings that reside within the interior, the team has brought the noble experience of the hotel into its visual expression.