Design Bridge London


The latest launch from our Shanghai Studio is the story behind our work with Shangri-La Group’s Hotel Jen.

Reflecting the shifts in the hospitality sector and Chinese tourism, plus the increasingly competitive hotel market, together we have reinvented Hotel Jen as ‘JEN by Shangri-La’ and created a brand that will truly connect with a new generation of sophisticated urban travellers and explorers.

Completed before the Covid-19 outbreak, our new visual identity can be seen on JEN’s refreshed website and social media, and the rebrand will begin rolling out across hotels from July. This includes a full visual identity suite, brand touchpoints and amenities, and a launch film that will play when guests enter their rooms.

At the heart of our new brand identity is an innovative dual-language logo. The Chinese character ‘rén’, which represents benevolence and harmony, has been seamlessly combined with the English word ‘Jen’ to build inclusivity for the Chinese market and English-speaking travellers alike.

This interpretation of the ‘rén’ symbol has also been used as a flexible supergraphic throughout our bold and expressive visual language, as well as inspiring a bespoke new typeface and striking geometric patterns. We’ve also worked with up-and-coming photographers Tristan Zhou and Vivien Liu to create an ownable photographic style for the brand. A new contemporary colour palette ties everything together.

Our new brand identity, vibrant launch film plus array of digital and physical touchpoints brings the new JEN brand to life, capturing the true vibrancy of JEN’s hotel destinations across Asia’s most dynamic cities, and encouraging local immersion, global connections and cross-cultural collaboration at every stage of the brand experience.

Welcome to New Asia.

Date created: January 2021 2021-01-01T00:00:00+0000
Date published: 8 January 2021 2021-01-08T15:36:08+0000


Project featured: on 12th January 2021

JEN by Shangri-La: Reinventing Hotel Jen for a new generation of travellers