Berggruen Hotels, an arm of the New York-based Berggruen Investments, wanted to set up a chain of boutique, budget hotels in India.
Hotels are seen as ‘business’ hotels or ‘holiday hotels’, but there exists a business traveller who wants to “work hard, play hard”.
A new brand name, an ideantity™ and a brand line that summed up the brand.
chlorophyll created four different service bundles with service marks to align behavioural deliverables to the brand proposition. This also impacted the facilities being created in new hotels.