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JEN by Shangri-La

Duality in Design: Live New Asia

To connect with a new generation of sophisticated urban explorers looking for exciting and authentic new travel experiences across Asia, we partnered with Shangri-La Group to reinvent Hotel Jen.

Re-branding as ‘JEN by Shangri-La’, an innovative dual-language logo sits at the heart of our new visual identity. The Chinese character ‘rén’, which represents benevolence and harmony, has been seamlessly combined with the English word ‘Jen’ to build inclusivity for the Chinese market and English-speaking travellers alike.

This interpretation of the ‘rén’ symbol has also been used as a flexible supergraphic throughout our bold and expressive visual language, as well as inspiring a bespoke new typeface and striking geometric patterns. A contemporary colour palette ties everything together.

We also worked with up-and-coming photographers Tristan Zhou and Vivien Liu to create an ownable photographic style, whilst our vibrant launch film plus array of digital and physical touchpoints further brings the new JEN brand to life, encouraging local immersion, global connections and cross-cultural collaboration at every stage of the brand experience.

We can’t wait to check in.

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