bridge and partners


JEN by Shangri-La’s new identity in the vibrant city of Shenzhen

Date 2023-02-08

Perfectly timed for when travel can resume, this new location also marks the debut of our brand-new identity for JEN, a luxury hotel brand from Shangri-La with an ambition to connect the world to the energy and dynamism of Asia’s leading cities - designed by our Shanghai studio and in collaboration with Asylum Creatives.

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 ‘Jen’, creating an inclusive brand that appeals to both Chinese and English-speaking travellers.

To capture what it looks like to LIVE NEW ASIA, we teamed up with Tristan Zhou to help 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.