JEN by Shangri-la's new identity in the vibrant city of Shenzhen

Perfectly timed for when travel can resume, this new location also marks the debut of our brand-new identity - designed by our Shanghai studio and in collaboration with Asylum Creatives - who did all the interior design!

One of the most striking elements of the new identity is the innovative dual-language wordmark that reads in both English and Chinese. The Chinese character 仁(rén) has been combined with the English word 'Jen', creating an inclusive brand that appeals to both Chinese and English-speaking travellers.

And to really capture what it looks like to LIVE NEW ASIA, we teamed up with Tristan Zhou to help us create a distinctive photography suite for JEN’s new identity. The sensorial shades of the cityscape bring purpose and perspective to the new colour palette - inviting guests to immerse themselves in the local culture.