Creating a brand for the iconic JEN by Shangri-La Hotel group, designed for today’s highly-driven pacesetters hungry to explore all that Asia has to offer.

JEN by Shangri-La

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#### In Brief
Part of the iconic Shangri-La Hotel and Resorts Group, JEN was born from an ambition to connect the world to the energy and dynamism of Asia’s megacities. Designed for highly driven pacesetters that are hungry to explore all that Asia has to offer, the hotel group’s ambition is to champion the culture, conversations and communities driving the region’s success of today. 

Every Hotel JEN is a destination in itself. One that captures the distinctive rhythms and flavours of its neighbourhood, inviting travellers to experience the soul of the city, not only through the property itself, but through its cultural heart the hotels create with carefully curated events, nuanced to their own audiences. The result is a hotel brand with a unique sense of place. ‘In and of the city’, like no other. 

To connect with a new generation of sophisticated urban explorers looking for exciting and authentic new travel experiences across Asia, Design Bridge and Partners Shanghai partnered with the Shangri-La Group to reinvent the Hotel JEN brand.

#### What we did

Re-branded as JEN by Shangri-La, an innovative dual-language logo sits at the heart of the new visual identity. The Chinese character 仁 (rén), which represents benevolence and harmony, has been seamlessly combined into the brand name to build inclusivity for Chinese- and English-speaking travellers alike. Taking inspiration from the strokes of the character, the new logo brings together 人 (man) and 二 (two). When two people meet, connections are made and community is born. The bespoke English typography and characters are taken from symbols in the Chinese digital alphabet, again combining both English and Chinese expressions for Jen’s visitors.  

More than just a place to stay, work and play, we strive to be a catalyst for local immersion, global connections and cross-cultural collaboration.

This interpretation of the ‘rén’ symbol has been used throughout our new bold and expressive visual language. It has also inspired a bespoke new typeface and striking geometric patterns, while a contemporary colour palette ties everything together.

We partnered with up-and-coming photographers, Tristan Zhou and Vivien Liu, to create a distinct photographic style, while the vibrant launch film, along with an array of digital and physical touchpoints, designed to further bring the new JEN brand to its audiences. The new look and identity encourage local immersion, global connections and cross-cultural collaboration at every stage of the brand experience. A brand that feels at home wherever it arrives.

> “We love the new JEN branding. It’s exciting our partners, intriguing new consumers and helping our team roll-out our new vision as the brand continues to expand across Asia. The whole visual language builds on our roots as an iconic Asian hospitality group and positions JEN perfectly amidst the changing landscape of hospitality.”
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> *— Kevin Siew, Vice President, JEN, Shangri-La Group*

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> “We wanted the new visual identity to capture the true vibrancy of JEN’s destinations across Asia’s most dynamic cities, as well as reflect the shifts in the hospitality sector and rise in Chinese tourism within an increasingly competitive hotel market. Re-branding from ‘Hotel Jen’ to ‘JEN by Shangri-La’ is a move that takes the brand beyond a physical place to a community of likeminded travellers, reassured they are in the safe hands of Asia’s leading hospitality group.”
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> *— Tom Gilbert, Executive Creative Director of Design Bridge and Partners*



Part of the iconic Shangri-La Hotel and Resorts Group, JEN was born from an ambition to connect the world to the energy and dynamism of Asia’s megacities. We designed a brand and an innovative dual-language identity that seamlessly speaks to Chinese- and English-speaking audiences, created to champion the culture, conversations and communities driving the region today.

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Design Bridge and Partners | JEN by Shangri-La

Superunion and Design Bridge come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

Design Bridge and Superunion come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

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JEN by Shangri-La

Creating a brand for the iconic JEN by Shangri-La Hotel group, designed for today’s highly-driven pacesetters hungry to explore all that Asia has to offer.