Banyan Tree Hotels & Resorts partners Jkr to launch new hotel brand

Hospitality group Banyan Tree Hotels & Resorts, has launched a new brand called Dhawa. Dhawa builds upon the group’s 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 group’s latest hotel brand - Dhawa. The agency was appointed following a pitch in September. Jkr’s 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.“Dhawa 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,” said David Spooner, VP for sales and marketing at Banyan Tree Hotels & Resorts.“The Dhawa identity system is inspired by the eclectic feel of the hotels’ interiors, which mix contemporary style with local street chic. The brand language is intended to suggest ideas of discovery, layering and depth,” said John Ewles, creative director at jkr Singapore.