Challenge
Nam Nghi, a boutique resort on the Vietnamese island of Phu Quoc, is a beautifully designed hotel that is built on a secluded peninsula and with a private island. Despite its unique geographic assets, the property had difficulties standing out in the increasingly competitive hotel market on Phu Quoc island due to its inconsistent customer experience across touchpoints. Nam Nghi engaged Prophet to closely examine its brand portfolio, develop a refreshed brand positioning and narrative, and ultimately completely redesign its identity system to fit the reimagined approach for the brand.
Solution
Prophet’s experience in developing luxury hotel brands in Asia and around the globe has led to an understanding of key experience trends that are shaping the travel and hospitality category: hyper-local, eco-consciousness and bespoke experiences. Prophet identified Nam Nghi’s unique geographic placement as the resort’s clear advantage in the market. The unspoilt Phu Quoc island is a hidden paradise; it boasts of colorful coral reefs, lush jungles, turquoise waters, white beaches and true Vietnamese hospitality. As a result, we defined a unique and strong brand story for Nam Nghi – “Nurtured by Nature.”We positioned the property as a destination for eco-luxury travelers who crave world-class quality hospitality and authentic, one-of-a-kind experiences with minimal environmental impact. Centered around the positioning, we further explored how we could bring the story to life across existing touchpoints, including gastronomy experience, hospitality services, range of activities and its signature private island. Moreover, we helped the client to create signature moments that enhance the brand positioning. For example, using reusable bottles filled with filtered water and electric cars for pick-up. We then designed an identity that conveys the idea of “immersion in nature” using patterns and hand-drawn illustrations. The lush foliage and vibrant corals that surround Nam Nghi served as inspiration for a rhythmic pattern design that is artistic and hand made. Using icons that represent the local flora and corals, we designed bespoke illustrations that are used in the framing device design, pattern design and on-site offerings. Aside from comprehensive guidelines, we delivered designs and ideas for touchpoints ranging from in-room amenities to wellness outlets, as well as digital apps.
Results
Phu Quoc Island has become one of Asia’s most talked-about destinations and an international hub for luxury and eco-friendly tourism. We brought Nam Nghi to life through an immersive visual identity that conveys premium options, while telling a story about local culture and its commitment to nature. The brand rejuvenation appeals to the young affluent customers – fashionable, luxurious and eco-conscious, through a distinctive brand positioning and visual identity that is true to the hotel’s strengths. Our work with Nam Nghi was awarded Silver for best visual identity at Transform Awards Asia-Pacific 2019.
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