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ibis

Food, thought and compelling creativity

Challenge

Ensuring that creative strategy is implemented perfectly with hotels, restaurants, spas and clubs is a hallmark of our work with the AccorHotels group. When it came to ibis, we were called on to create an identity that reflected the personality of the brand and resonated perfectly with hotel guests.

Approach

We honed the proposition within the brief from ibis to incorporate the core ingredients of their offering in the most compelling way possible. Tone of voice was high on our agenda, as we wanted to infuse restaurant and café menus with the right balance of foodie-ness and stylishness – without falling into pretentiousness. Visual emphasis in the design ensured that themes such as simplicity and the integrity of food provenance were communicated clearly.

Delivery

We delivered creative concepts that were validated by a thorough research phase which delved into the psychology of human / menu interaction. The work reflected strict creative parameters that we set ourselves. Food photography was a no-no, for example, if we were to complement the style of the new ibis brand and convey a sense of quality well above pub-style food. Muted, earthy, warm textures and colours were used to accompany the new ibis brand colour palette and also to allude to the themes of locally sourced British ingredients and the importance of freshly prepared ingredients.

Outcome

The creative executions were rolled out to much acclaim across the entire UK network of 56 hotels. A plan was instigated to incorporate key creative elements into further collateral when seasonal updates and tactical opportunities arose.

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