CENTARA HOTEL AND RESORT

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BRAND OBJECTIVE

2021. THE WORLD SHUT DOWN, HOTELS WENT QUIET, AND CENTARA GRAND USED THE SILENCE TO ASK A SERIOUS QUESTION: WHO ARE WE, GLOBALLY? THEY WERE MID-EXPANSION — PROPERTIES ACROSS THAILAND, THE MALDIVES, JAPAN — AND NEEDED A SCENT THAT COULD CROSS EVERY ONE OF THOSE BORDERS WITHOUT LOSING ITSELF. ONE SCENT. ONE LANGUAGE. ANYWHERE YOU CHECK IN, YOU KNOW IT'S CENTARA GRAND. THAT'S NOT A FRAGRANCE BRIEF. THAT'S AN INFRASTRUCTURE BRIEF.

BRAND'S SYSTEM

CEDAR WAS THE ANSWER — NOT FOR NOSTALGIA, BUT FOR WHAT IT MEANS AS A MATERIAL. CEDAR DOESN'T SHOUT. IT ENDURES. STRONG, CONSISTENT, GROUNDING — PRESENT WITHOUT DEMANDING YOUR ATTENTION. LIKE CENTARA GRAND'S SERVICE PHILOSOPHY, IT WORKS QUIETLY IN THE BACKGROUND AND EARNS RECOGNITION OVER TIME. GRAND CEDAR WAS BUILT AS A SCENT THAT FEELS PREMIUM WITHOUT BEING LOUD — SOPHISTICATED WITHOUT ALIENATING. A GLOBAL-READY IDENTITY THAT HOLDS ITS FORM WHETHER YOU'RE IN BANGKOK OR OSAKA OR DUBAI.

THE AFTER EFFECT

AS CENTARA GRAND EXPANDED INTO NEW MARKETS AND CONTINUED PURSUING ITS TOP-100 GLOBAL AMBITION, GRAND CEDAR MOVED WITH IT — CONSISTENT, UNCOMPROMISING, INSTANTLY RECOGNIZABLE. THE BRIEF WAS GLOBAL CONSISTENCY.
THE RESULT WAS A SCENT THAT BECAME, QUIETLY, THE SMELL OF THE BRAND.