Accor’s Grand Mercure hotels are focused on providing the full experience of local cultures with the services and standards of a premium international hotel. The hotels exude local style to target domestic customers looking for an upscale hotel experience.
Brandimage defined a brand identity system that meets specific local cultural characteristics in three regions worldwide while remaining unified with the global identity. Chinese, Western, or Middle Eastern calligraphy (depending on the region) inspire the Grand Mercure’s iconic emblem—M. While each region deploys specific graphics and color codes, there is global color harmony. Brandimage developed a distinctive, premium hospitality experience, also designing proprietary signage, furniture, and graphics for way finding in the hotels.
Based on the Grand Mercure’s Mei Jue success in China, Accor is expanding the concept across three regions: Asia, Latin America, and the Middle-East, using the high-end identity to strengthen the emotional connections with their customers.