As an addition to TUI Group‘s existing leisure hotel portfolio, this upscale hotel brand offers laid-back, contemporary luxury with highly tailored and flexible service.
Being part of a leading global tourism group, TUI Hotels & Resorts wanted to diversify its portfolio by introducing a hotel brand that would help it enter a new segment of the hotel market and serve more luxury consumers. They enlisted long-standing partners DesignStudio to define and execute the concept, complete with brand strategy, name, verbal and visual identity and art direction.
“Luxury leisure hotels are predominantly designed for escapism from daily life. Transporting you to far-flung corners of the world…beyond horizons…a new world to discover… But holidays and guests aren’t one-size-fits-all, and this isn’t only what new luxury travellers seek. Our audience doesn’t want pure escapism or mindless indulgence. They want purpose and authentic connection and to feel in control of how they stay. So we looked to create a brand and experience that viewed holidays as more than a change of scene, but a change of perspective. An energy source for life itself.” says Chloe Jensen, Strategy Director at DesignStudio.
She adds, “‘Follow your mood into the moment’ is our brand idea. It is an optimistic sentiment that reflects the audience’s desire to live in the present and focus on the moment. The brand strategy includes three experience principles that guide every aspect of the brand, from environmental design to customer service style, across different locations. To ensure guests’ experiences always feel authentically The Mora wherever they may be”.
This also influenced the naming process. DesignStudio explored names that evoked this sense of being present and in the moment—landing on the name The Mora, which means ‘to pause’ in Latin. The name positions the holiday experience as a chance to reset after what has come before and refocus on what lies ahead.
Julien Queyrane, Creative Director at DesignStudio, said: “The brand concept visualises our brand idea. The Mora provides an outline, which guests can fill out depending on their needs, wants, and desires. It heroes individuality and captures the wonder of being free from rigid rules”.
The custom logo is an elegant, balanced and crafted wordmark that captures the ethos and principles of the brand. It is supported by a headline serif to evoke emotion and wonder and a secondary, more functional font which is minimal, sharp and confident.
Sophisticated art direction includes stunning brand photography by Salva López, which effortlessly encapsulates The Mora’s distinctive laid-back, yet elevated, style.
A vibrant and modern colour palette is inspired by different times of the day. Optimistic, warm and human, its bright accents help differentiate the brand from the competition.
The same time-of-day principle is applied to energetic and vibrant textures that can be used as an alternative to art direction and colours.
The outlines are a core element of The Mora brand. Filled with objects that depict different aspects of the experience pillars, they can be used to tell stories of the guests’ experiences.
A system of icons is a functional extension of these outlines, used to help navigation across the hotels.
Shanna Holthaus, Global Senior Brand Manager at TUI Group, said: “With the development of The Mora, DesignStudio had the talent to get into our heads and translate everything inside into a tangible, credible and powerfully emotional result, which everyone immediately fell in love with. We wanted to differentiate ourselves from our existing brands and would never have reached this level without the support of DesignStudio, who continuously broadened our horizons”.
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Source: DesignStudio
DesignStudio crafts TUI Group’s breathtaking new hotel brand, The Mora added by newsroom on
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