HKLM Middle East brands top-notch hotel food and beverage outlets

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Most recently, the agency was involved in branding two prestigious hotels on Abu Dhabi's Yas Island - Staybridge Suites and the five-star Crowne Plaza Hotel, both part of the InterContinental Hotels Group. Both are scheduled to open at the end of September 2009. The general manager of the new development had worked with HKLM before in the launch of two previous hotels and initially briefed the team to develop the branding for six restaurants and bars. He required strategic positioning as well as creativity, and he required a rapid implementation. HKLM delivered all six brands in six weeks. Furthermore, the team was briefed to adapt and implement all of the hotel collateral and marketing material as well.

HKLM Middle East has been working with the InterContinental Hotels Group for the past two and a half years - a stint which started with branding work on eleven food and beverage outlets at the InterContinental Hotel and Crowne Plaza Hotel, Dubai Festival City.

For each outlet HKLM created innovative brand communication platforms and identities for a cross-section of establishments, from upmarket fine dining restaurants to trendy pool bars; each with its own individual personality, look and feel.

“It's really been a journey of creative exploration, as we sought to build a different identity for each venue that would successfully differentiate its offerings from the hotel portfolio, as well as from its competitors,” explains Lawrence Flude, managing director of HKLM Middle East.

One of the initial projects was the branding of the innovative all-day dining restaurant, Anise.

“We created a compelling story and brand platform for Anise which was translated into an identity. We worked closely with the InterContinental team to visually express the brand through photographs, colours and words and to complement the unique interior design,” explained Flude. “We also designed and produced branded collateral such as menus, stationery, advertising and signage.”

These projects reflect the versatility of HKLM which, in the past, has also delivered branding solutions to blue-chip clients in the FMCG, telecoms, financial services and manufacturing sectors.

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