After noticing no “Chinese branded” international hospitality offering in China, Accor’s Grand Mercure sought to fill the void. Grand Mercure Mei Jue combines the services and expertise of international premium hotels with a focus on Chinese customers’ expectations, the first hospitality brand identity design tailor-made for China.
Brandimage’s cross-cultural teams in Shanghai and Paris worked closely with Accor’s Asia-Pacific team, adapting the brand attributes and personality to deliver relevant, powerful messaging to Chinese customers. The brand identity design combines local style with global standards in a harmonious blend that is emotionally appealing to a Chinese audience.
Since the first Grand Mercure Mei Jue opened in Shanghai in 2012, Accor has expanded to more than 12 hotels in mainland China and launched the brand in Indonesia as Maha Cipta. Following the success of Mei Jue, Brandimage created new regional Grand Mercure adaptations for Latin America and the Middle East.
Brandimage received a Topcom award in 2014 for this project.