Creating India’s first Club-Resort brand in collaboration with Taj
Naming + Strategy + Identity Design + Digital Design + Launch
In a nutshell
A brand of premium Club Resorts was planned by the Ishaan group, which was a hospitality concept new to the country. The business model under which the brand operates is a management model. The various club resorts across the country are to be launched and managed by premier hospitality groups. The first club resort in Udaipur was launched under the aegis of TajVivanta. With this club-resort, we wanted to signify the quintessential luxury and exclusivity quotient of the brand.
What we did
The name Willows was chosen out of over a 100 others due to it’s key associations with ‘Green’, ‘Woody’ ‘Gentlemen’s sport’. The identity is inspired from the architecture – straight lines, slants and intersections. This visual identity was established and then succesfully carried forward in the launch communication.
The challenge lay in creating a distinctive and contemporary identitywhich then needed to betied-in with the elegance, stature, and maturity that a club would normally exude.
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