PROJECT SUMMARY      |      CHALLENGE     |      RESULT    


Avic Yunli Boutique Hotel

Located in Spring Town at the foot of Lushan Mountain, Lushan City of Jiangxi Province in Southern China, the hotel was built on the site of an ancestral temple and its surrounding old houses. It is a new hotel brand featured with tourism and leisure resort. During preliminary stage of brand building, VOCUIS carefully studied the Chinese boutique hotel market, discussed all possible brand strategies with Avic Yunli Boutique Hotel, and also proposed appropriate brand strategies. In addition, VOCUIS got a deep understanding of the neighborhood culture of Lushan Site and explored the cultural elements for a beautiful theme story for the hotel. During detailed design and planning, VOCUIS provided guidance on naming of the hotel, brand identity design and integration of the preliminary brand building efforts and strategic development as well as subsequent design direction of the hotel. \

We build unique brand identities and imagery creating extraordinary brand experiences.

PHASE I

Research & Analysis


Competitor Analysis
Consumer Research
Global & Local Market Evaluation
Opportunity Analysis
Market Research
Neighbourhood Culture Study

Project Development Theme And Analysis
Develop Brand Storyline Tag Line

PHASE II

Identify Positioning


Market Positioning Analysis
Audit Brand_The Current Market
Analysis Market
Selected Advantages
Market Re-Positioning
Product Positioning Analysis

Analyze The Products Of The Target Market And Own Brand
Audit_Products Analysis Charts
Compare With Competitors_Product Features-bar charts

Product Re-Positioning
Brands Positioning Strategy
Content And Purpose of Positioning
Review Brand Positioning Requirements
Brand Re-positioning Strategy

PHASE III

Project Strategy


Brand DNA / Brand Vision / Brand Value
Brand DNA
Clarify The Brand DNA
Audit The Brand’s Rational/Emotional Key Elements
Create Brand ESSENCE

Brand Vision(Slogan)
Clarify The Brand Vision, Goals, Values ​And Capabilities
Create Brand Vision
Create Brand Slogan

Brand Value
Clarify And Develop The Brand Core Value
Make The target Consumer Recognize and Love It

Brand Architecture
Brand Structure
Naming
Identity Formation

PHASE IV

Design Direction


Establish The Direction Of The Hotel
Brand Storyline Core Value Development
Find The Design Material According to Culture And Storyline

Brand Touchpoints
Audit Currently Touchpoints
List And Suggestions
Story Touchpoints

Design Elements
Brand Culture And Value Appreciation Onto Imagery And Design
Expression Imagery Extension Concepts

Brand Guide
Brand Identity
Digital & Print Collateral
Colour Scheme

vocuis avic lushan hotel stay brand strategy–2292px 01 2016 uai

Discussion on brand strategy

Based on the results of market research, VOCUIS developed a new brand for Avic LUSHAN Yunli Hotel. VOCUIS believes that the new brand, which advocates "experiencing the beauty of local culture" and "increasing local interaction and exchange", is targeted at customers who show great support to culture tourism consumption and are willing to pay for high quality, and is able to enrich people's life experience, and could be taken as example and guideline for subsequent design and marketing.
vocuis avic lushan hotel stay brand strategy–2292px 03 2016 uai
vocuis avic lushan hotel stay brand strategy–2292px 08 2016 uai
vocuis avic lushan hotel stay brand strategy–2292px 04 2016 uai

Boutique Design Hotel

Boutique hotel products are few in number, but very popular as they not only offer you the refinement and comfort of boutique hotels, but also enable you to have a richer cultural experience and the hospitality like what traditional hotels provide. VOCUIS helped Avic to get a better understanding of the boutique hotel market, provided inspiration for the company to work out its business strategies, and started the integration of future brand strategies with design strategies.
VOCUIS also carried out brand naming and identity design for the new hotel, and created a unique brand name - Yunli, which means that Mountain Lu is encompassed by a sea of floating clouds. The brand name reflects the core of the brand spirit.
vocuis avic lushan hotel stay brand strategy–2292px 02 2016 uai

About Lushan Boutique Hotel Jiangxi China

Located in Spring Town at the foot of Lushan Mountain, Lushan City of Jiangxi Province in Southern China, the hotel was built on the site of an ancestral temple and its surrounding old houses. It is a new hotel brand featured with tourism and leisure resort. During preliminary stage of brand building, VOCUIS carefully studied the Chinese boutique hotel market, discussed all possible brand strategies with Avic Yunli Boutique Hotel, and also proposed appropriate brand strategies. In addition, VOCUIS got a deep understanding of the neighborhood culture of Lushan Site and explored the cultural elements for a beautiful theme story for the hotel. During detailed design and planning, VOCUIS provided guidance on naming of the hotel, design of brand logo and integration of the preliminary brand building efforts as well as subsequent construction and design of the hotel.