Hospitality Branding: The Max’s Group in the Philippines was developing their first hotel & commissioned Tangible to define the new offer. Tangible had already created a master brand for Max’s Group, which celebrated ‘what you love about life’ through, thoughtful, genuine & delightful experiences, so we were able to adapt this to the hotel.
As we started with a blank canvas, Tangible created the name, identity & the entire suite of marketing & communication materials. The name ‘Meranti’ is a Filipino name for a dark reddish Mahogany wood, which featured in the hotel. The name reflects the local warmth & care that permeated all the communication materials.
Tangible developed four service principles that defined the brand and together with the Meranti team we ideated each Service Principle to define what each meant in terms of scenarios and service response together with examples of great service behavior.
Through our ideation process Tangible developed three signature focus areas; a ‘personalize my stay’ program, the ‘Meranti Sala’ (or family lounge) and ‘Meranti Delights’, which were a series of special treats guests would receive throughout their stay.
Tangible worked with the local architects Budji + Royal to ensure that architectural design aligned with the brand.
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Tangible Pte Ltd.
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#02-08,
Singapore 188584
+65 6338 6320
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