Design Bridge Shanghai rebrands Shangri-La Group's upscale JEN hotel line

COVID-19 put life on hold in 2020, but with renewed hope for vaccine rollouts, travel bubbles and state-of-the-art safety measures, businesses are looking to pick things up where they left off.

All before the pandemic began, creative agency Design Bridge Shanghai joined forces with Shangri-La Group to complete a rebrand of JEN, the group's upscale chain of hotels aimed to attract travelers from around the globe. The studio reimagined the logo and visual identity, developed multiple brand touchpoints and amenities, and even created a video for travellers upon arrival enter their rooms.

Ready to launch before the pandemic exploded, Shangri-La Group aims to begin rolling out the new JEN for both Chinese and English speaking travellers starting this July.

With a twist of multilingual creativity, the new logo incorporates the Chinese character "任", or "rén," meaning benevolence and harmony, as a nod to inclusivity for worldwide travellers. Design Bridge also created a typeface and visual identity based on and building upon the logo, present across multiple touchpoints. 

The rebrand campaign also celebrates the "New Asia" — the result of a four-day film shoot across the cityscapes of Beijing, Shanghai and Singapore. Through bespoke photography and video from photographers Tristan Zhou and Vivien Liu, JEN represents the possibility that lies ahead on the other side of our pandemic-racked world. 

"We love the new JEN branding. It’s exciting our partners, intriguing new consumers and helping our team roll-out our new vision as the brand continues to expand across Asia. The whole visual language builds on our roots as an iconic Asian hospitality group and positions JEN perfectly amidst the changing landscape of hospitality," said Kevin Siew, vice president of JEN, Shangri-La Group.