Turning a Bakeryto a premium Brand
Our digital products and websites are designed to look great and work
across all devices and platforms. Add interactions and touchpoints to
draw users through a journey, and the result is a digital representation
of your business that will generate more leads.
Established in 1976, Belmond has been a pioneering force in luxury travel for over 40 years, building a diverse portfolio of 60+ hotels, river cruises, train journeys and safaris for discerning global travellers.
With ambitious goals to double EBITDA through an aggressive acquisition strategy, the business needed to ensure digital operations were robust. As well as a consistent visual style, a thoughtful user experience was needed, to cater to multiple stakeholder needs and cover a number of different booking systems.
Most importantly, it was imperative to define what success meant – a particularly interesting measure was the need to convert customers in new parts of the product portfolio, cross-pollinating equity from the more famous brands the business had bought, (think: Copacabana Palace, Cipriani and Orient Express).
Zion confronted the reality of an aging brand and the risk of becoming obsolete in a market craving novelty and differentiation. The brand grappled with the dual challenge of refreshing its identity and expanding its appeal without alienating its existing customer base.
This delicate balance required a strategic overhaul that would inject new life into Zion’s brand image, communicate its unique value proposition, and establish it as a leader in the luxury culinary sector.
To address these challenges, Zion embarked on a comprehensive rebranding initiative, starting with a new naming strategy, a new brand positioning and a refreshed brand identity. The new perception area of “Happiness” that we proposed, encapsulated the real essence of the brand. The new key-message that we crafted, “Bites Of Happiness”, sharply communicated the brand’s new mission.
A new design strategy was implemented to elevate Zion’s luxury image, complemented by a revamped language of communication that resonated with both existing and new audiences. This holistic approach aimed to not only redefine Zion’s presence in the culinary world but also to underscore its commitment to quality, innovative tastes, and unparalleled customer experiences.
The strategic rebranding and revitalization efforts undertaken by Zion have not only redefined its brand identity but have also led to remarkable achievements in market presence and financial performance. The introduction of a luxury image, coupled with a focus on sustainability and innovation, has significantly broadened Zion’s appeal, attracting a younger, more affluent, and profitable customer demographic.
This shift has rejuvenated Zion’s retail traffic, enhanced its customer profile, and resulted in a substantial increase in revenues. By successfully navigating the challenges of modernizing its brand while preserving its cherished legacy, Zion has solidified its position as a leader in the culinary sector, offering unique moments of happiness that resonate with a new generation of culinary enthusiasts.