For my first time working with a hotel, it was a rebranding project. A significant undertaking for an established establishment with a well-known brand and, above all, a rich history. A unique experience, but most importantly, a positive and enriching one that I feel compelled to share with you here. Because I care about you a lot.
Forget about Comfort, It's the Basics
Working on the branding of a hotel, great. First, you must understand that the development axis cannot be comfortable. Simply because comfort is the least expected thing from a hotel. We don’t praise a tiger for having stripes. You need to highlight something else. I will present here some points you can emphasize to create a strong branding or to revamp the image of your hotel in the case of a refresh or a complete rebranding.
Emphasize Style
There are different types of hotels, and you must know in which category yours falls before starting: Inn, Resort, Boutique hotel, Extended stays, Apart hotel, Bed & breakfast, etc. Develop a visual identity that takes into account the type of hotel, aligning colors, typography, iconography, photographs, etc., with the category and positioning of your hotel. Whether it’s classic, bohemian, art-deco, or even Japandi, these are aspects you can highlight in the graphic construction of the brand and in the overall brand experience. It’s essential to note here that the brand is not just a logo or a color code but the entire associated experience.
If it's a Rebranding, Emphasize the History
In the case of rebranding, focus on the history of your establishment. Its journey, anecdotes, and those pieces of history that make a place unlike any other. Interview the owner, the manager, the staff, the customers, the locals—anything that can give you a glimpse of the life of the hotel. There are many interesting things to use in your redesign project. Every detail is essential; for example, peacocks that once roamed the garden can reappear in the visual identity, creating nostalgia and immortalizing that era.
In Essence, Highlight Uniqueness
Your hotel has uniqueness. It’s obvious. It has something different. Its original name, tinted windows, domed roof, adjacent ranch, or cliffside location… It has something unique, and you must capitalize on it to develop a unique brand. It could be its construction, location, or services. There is always something to explore. And questioning the stakeholders of the establishment is not to be underestimated. They know more than you, and while you focus on the image desired by the client, they already know what the perceived image is. From these exchanges, you can be guided on the elements to consider (or not) to achieve your goal.
Case of Hotel Ilomba, Tradition & Wellness
It’s a rebranding. Don’t remember what it was before? That’s good. It means everything is in its place today.
The new identity of Hotel Ilomba brings together all the charm and uniqueness of this hotel. And no, it’s not its beautiful beach. In the city of Kribi, there’s nothing more common. However, Hotel Ilomba has its singularities.
In a boutique hotel format, the lodge has been open since 1993 on the beach of Kribi, a stone’s throw from the Lobé Falls. That’s three decades filled with strong experiences and beautiful stories. The hotel’s name is inspired by a tropical wood, the ILOMBA. A tree trunk that you will see upon your arrival at the reception.
To give the institution a new look, there was plenty to do. Below are some key points of the new identity.
The New Logo
For the logo, I abandoned the aging sunset on the beach. I opted for the tree, the Ilomba, and the entire visual identity revolves around it. The Ilomba tree, wood colors and tones, the forms of heartwood, and the leaves, which will also serve as bullets in the implementation of the graphic charter.
The Slogan
Something echoing visitors’ feelings had to be proposed. And I got the boss’s approval for the Tradition & Wellness proposal. Suitable because it’s still a boutique hotel format, where everything is made of wood and everything is handmade. It’s even still one of the few upscale hotels offering rooms without a TV. A real break in time, where travelers can completely disconnect from their daily lives and recharge.
Room Naming
All the rooms also bear the names of wood essences; this is to familiarize you with the names of the beautiful trees in our local forest (Bibolo, Doussié, Iroko, Moabi Sapelli, etc.). This is a very important detail, and the experience is very well executed. All room amenities are made from the wood announced at the door. From the bed to the wardrobes to the key holder. It’s a must.
Hotel Services
The hotel’s logo easily adapts to present different services, which also have tree names. The Acacia Spa, The Baobab restaurant, the Bamboo Beach Bar & Grill, and the event hall, The Badamier (this is the tree of Banga Dibongo for the Bantu, or Guerté Toubab for the Mande).
Supports
They were all designed to extend the Ilomba experience. Simplicity, woodwork, quality finishing. The variety of wood types does not contrast with the level of craftsmanship. The artisans delivered a clean copy, from rooms in boukarou to the Ebony villa.
Go and Experience It
It was a real pleasure to lead the rebranding of this hotel. It was the first hotel that approached me at the time, before working on the Tagidor, and it was important to share this experience. In reality, it’s even better. Hotel Ilomba offers a special experience. It’s a real pleasure to stay there. I take this opportunity to recommend that you go and appreciate the result of the work that has been done live.
