ABOUT

CONTEXT
Sofitel was a hospitality brand that had lost its way. As the only French luxury hotel chain with hotels across every continent, it has a reputation for delivering world-class guest experiences at iconic global destinations. But when it began losing ground to competitors, it was clear that a reinvention was needed.

CHALLENGE
With the luxury travel sector under serious scrutiny, luxury brands are having to redefine what they stand for. Our challenge was to elevate Sofitel from a global leader in hospitality to a French luxury lifestyle ambassador. We needed to reinforce its luxury credentials, broaden its customer base, and put joie de vivre at the heart of its iconic brand.

SOLUTION
Sofitel’s ‘French-ness’, while core to the brand, was being articulated in a way that felt limiting. We reframed the French spirit as a mindset that joyfully embraces the paradoxes central to French culture – namely, that of tradition versus rebellion. This helped create the framing principles that allow Sofitel to express its French-ness in a way that feels new and relevant.

The evolved brand is about living life to the fullest but choosing quality above everything; being proudly French yet passionately local; balancing style and elegance with effortlessness and spontaneity. Visually, we embraced Sofitel’s iconic ‘cultural link’ symbol to marry the iconic French ‘zest’ with local destination culture. Sofitel is the place where evenings glow, where stories begin and where life lives.

The identity for Sofitel’s most iconic and luxury resorts were included in the brand refresh, receiving refinements to every part of the look and feel. Sofitel Legend locations now more closely align to the Sofitel master brand while retaining a unique balance of characteristics for a subtle differentiation.

IMPACT
Sofitel’s new brand and look and feel continue to influence every part of the global business. All brand touchpoints – from communications, interiors, digital platforms and resort offers to partnerships and a global launch campaign – demonstrate what happens when two worlds are destined to come together.