Hotel and hospitality group enlist Hong Kong agency to build their brand strategy, identity and website

11 July 2019

Chalet Ivy and their management group’s new brand expresses the thriving gardens and warm hospitality of Hokkaido, Japan

Chalet Ivy is a group of boutique hotels in Hokkaido, Japan. Inspired by the popularity of their original hotel, Chalet Ivy aims to launch more boutique hotels to offer their distinctive guest experience in new destinations around Hokkaido.

To support their business expansion, Chalet Ivy sought the expertise of Hong Kong-based branding agency Stepworks. The agency helped Chalet Ivy align their brand with their business strategy. The collaboration brought their brand to life with a thriving identity for the management company and hotels.

Flourishing insights

After interviewing key stakeholders at the hotel and analysing the competitor landscape, the Stepworks team developed a brand model for Chalet Ivy. The model sets a new direction that emphasises thriving natural gardens and warm service approach. This serves as the creative strategy to inform the Chalet Ivy guest experience and guide the brand’s expression.

Chalet Ivy’s logo is an ivy leaf with the word ivy concealed in its body. The stem wraps around the whole leaf in a circle, suggesting an open and inclusive experience for guests. The logo spearheads the visual identity for each hotel and the management company.

Stepworks helped guide the brand architecture and explore naming options. Chalet Ivy’s strong brand equity led to Ivy Hospitality Group as the name for the management company. Each hotel uses the name Chalet Ivy, differentiated by locale, to strengthen positive perceptions of the brand’s origins.

A naturally warm welcome

Stepworks revitalised Chalet Ivy’s website, whose homepage drives visitors to explore each individual hotel and its region. Visitors can peruse the amenities, sales packages, local attractions, menus and make bookings.

Stepworks developed the brand strategy, identity and website in anticipation of the launch of Chalet Ivy’s riverside hotel in Jozankei, Hokkaido. Their third hotel, Chalet Ivy Weiss, is expected to open in 2020.


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