Hospitality group Banyan Tree Hotels & Resorts, has launched a new brand called Dhawa. Dhawa builds upon the groupâs reputation for redefining luxury hospitality through innovative thinking, design excellence and sustainable business practises.
The hospitality group has appointed Jones knowles ritchie (jkr) to create the visual identity and hotel collateral for the groupâs latest hotel brand – Dhawa. The agency was appointed following a pitch in September. Jkrâs remit includes the creation of a brand story and manifesto for Dhawa, as well as the creation of a visual brand language that encompasses corporate identity, in-room collateral and other key guest journey touch-points.
âDhawa joins Cassia, Angsana and, of course, Banyan Tree to be the fourth hospitality offering in our portfolio. The brand was created to respond to a new generation of design-savvy independent travellers who are looking for somewhere stylish and casual to stay,â said David Spooner, VP for sales and marketing at Banyan Tree Hotels & Resorts.
âThe Dhawa identity system is inspired by the eclectic feel of the hotelsâ interiors, which mix contemporary style with local street chic. The brand language is intended to suggest ideas of discovery, layering and depth,â said John Ewles, creative director at jkr Singapore.