The group brand Savoy Hotels & Resorts was rebranded as Savoy Signature, an umbrella brand that now celebrates the singularity of their guests, their own hotels and resorts, recognizing each individual history with the commitment to offer a unique experience in every destination, in every stay. A brand that is legitimized by their signature in hospitality excellence fulfilling now a proprietary vision: to inspire and offer a singular experience in every destination with high-quality service, involving the guest in the best of the local history and culture. A brand that praises its past but is focused in its future, meeting the uniqueness of each guest with the uniqueness of their hotel units, because there is “Where our stories host you”.
This new paradigm created a new identity system. The new brand name inspired a naming structure that organized a hierarchy for the five units - Savoy is used as a qualifier in the two 5-star units (Royal Savoy and the newest Savoy Palace) and the absence of the qualifier identifies any unit in a tier below. All of the names were tweaked to help project the individual concept of each unit (Saccharum, Gardens, and Calheta Beach). All powered with their own storytelling and look & feel and all derived, but distinct, from the group language, unifying the portfolio and created tools that answered to the organizational and communication needs the Savoy Signature’s expanding universe demanded.
The overall tone of voice came from a will to tell the story of these hotels and resorts in a different and more involving way, inspiring like a magical tale of old. With this approach, we designed the whole brand universe, from group to the five units, including signage and wayfinding projects and six individual websites. We delivered a detailed Identity and Communication Guideline System, supported by a communication strategy and respective contents for the group’s digital life, launching a true 360º project to guarantee the consistent presence of a true signature of excellence.