OBJECTIVE

To relaunch a fully renovated China House Lounge at Grand Hyatt Mumbai. What used to be a high voltage party destination will now be a dynamic lounge that transforms into a nightclub as the evening progresses.

STRATEGY

The idea was to make the communication more women-centric and make the place an attractive proposition for them as they are seen as the decision makers. An imagery of an aspirational lifestyle was complemented by messaging that revolved around the idea of strong, ambitious, social, independent women of today.The result was a communication that resonated with the target audience that would frequent the place and to those who would as a result seek out China House Lounge as their 5 PM to 9 PM destination of choice.

OBJECTIVE

To create an identity for Antahpura Spa at Park Hyatt Chennai - a brand that is ancient in character and unmistakably, Indian.

STRATEGY

The word ‘Antahpura’ stands for ‘The Queen’s Bath’, which is the centre of a South Indian palace. To depict this ancient culture, we chose the Tamil script. The first letter of Tamil - அ - revealed a striking similarity to the first letter of the English alphabet - a - in terms of shape as well as phonetic properties. We also wanted to add a Sanskrit element as a tribute to the Sanskrit etymology of the name.


EVOLUTION OF THE FORM