A picture of vivid moments with the new brand of the Majestic by Alean hotel
We developed a brand for a chain of Russian hotels in the resorts of the Krasnodar Region to take the business into new markets.
The overarching goal of the project was to harmonise the brands of the Alean portfolio in light of the company's business objectives by implementing a strategically calibrated brand architecture that made it possible to differentiate the brands within the portfolio.
Alean is a large Russian chain of family hotels with properties in the resorts of the Krasnodar Region. In connection with plans for scaling up, there arose a need to create a management company that would become the foundation for building and managing the brand portfolio architecture. One of the new brands became the line of hotels that Alean Collection will take under its management.
We set ourselves the following tasks: to develop the platform for the by Alean brand, new to the market, establish its relationship with the parent brand, create an original field of meanings and images and reflect them in a new identity, and also develop a communication strategy.
We conducted an analysis of the target audience, which showed that its core consists of free rationalists, as well as a mixed type: traditionalist and independent. They are receptive both to values related to security and to those related to individuality and development.
Their motivation is the opportunity for a change of scenery, to see and learn something new. Balance and equilibrium matter to them, without excess or an emphasis on luxury. The main attribute of the concept is rationally planned enhanced comfort. A convenient and refined holiday without overpaying for unnecessary extras. The differentiating attribute is the combination of intimacy and variety: an "all-inclusive" system on a smaller scale.
The next step was to develop the brand platform, whose distinctive feature is that the hotels are already operating and have a name, so it was decided to use the construction "hotel name + by Alean", in which Alean acts as the endorsing brand.
The brand positioning is formulated as the balanced art of family experiences. The brand metaphor became a creative space. In this format, the guest can take part in different kinds of creative activities.
The brand line "A Palette of Vivid Moments" points to the variety of vivid emotions and experiences on offer for every member of the family, both active and relaxed.
Majestic by Alean is a creative space, and an artists' collective serves as a beautiful metaphor for its concept. In the visual style, the idea of artists' co-creation is interpreted through a graphic pattern of brushstrokes and colour spots. Each guest takes on the role of a creator-artist, painting a picture of their holiday with the by Alean hotels.
All the strategic constants and rules of the developed identity were formulated and reflected in a brand book dedicated not only to the by Alean brand but to all the components of the brand portfolio. A brand communication strategy and a creative concept for the advertising campaign were also developed.
