Creating India’s first Club-Resort brand in collaboration with Taj
Naming + Strategy + Identity Design + Digital Design + Launch
In a nutshell
A brand of premium Club Resorts was planned by the Ishaan Group, introducing a hospitality concept that was new to the country. The business model operates on a management model, with various club resorts across the country planned to be launched and managed by premier hospitality groups. The first club resort in Udaipur was launched under the aegis of Taj Vivanta. As a branding company in Mumbai, India, we worked to create a brand identity that captured the quintessential luxury and exclusivity of the concept.
What we did
The name Willows was chosen out of over 100 others due to its key associations with ‘Green’, ‘Woody ’, ‘Gentlemen’s sport’. The identity is inspired by the architecture – straight lines, slants and intersections. This visual brand identity design was established and then successfully carried forward in the launch communication.
The challenge lay in creating a distinctive and contemporary identitywhich then needed to betied-in with the elegance, stature, and maturity that a club would normally exude.
