BRAND OBJECTIVE
- 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 WASN’T A FRAGRANCE BRIEF. THAT WAS AN INFRASTRUCTURE BRIEF.
BRAND SYSTEM
CEDAR WAS THE ANSWER — NOT FOR NOSTALGIA, BUT FOR WHAT IT REPRESENTS AS A MATERIAL. CEDAR DOESN’T SHOUT. IT ENDURES. STRONG, CONSISTENT, AND GROUNDING — PRESENT WITHOUT DEMANDING 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, 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, AND INSTANTLY RECOGNIZABLE.
THE BRIEF WAS GLOBAL CONSISTENCY.
THE RESULT WAS A SCENT THAT BECAME, QUIETLY, THE SMELL OF THE BRAND.