Resengo

Honoring Hospitality’s Roots with Modern Elegance

Collaborating with my talented colleague, this project involved refreshing Resengo’s brand while preserving its history and the recognition of its well-known logo.

The goal was to craft a brand identity that stood out from competitors by evoking warmth, sophistication, and a timeless connection to the origins of hospitality.

The concept celebrated the art of customer service, inspired by the era when handwritten care and attention defined the dining experience, modernised for today’s digital era.

Branding Designer

Branding

2022

Process

Concept Development & Stakeholder Alignment

Conducted workshops with stakeholders to align on the brand’s values, goals, and vision, focusing on the unique narrative of blending tradition with innovation.

Developed a concept centered around the essence of handwritten hospitality, incorporating natural swirls and hand-drawn elements as symbolic nods to personal care.

Ensured the existing logo remained untouched while aligning new visual elements with the brand's established identity.

Design Execution

Refreshed the brand’s colour palette by brightening the familiar blue and adding complementary tones to introduce freshness while maintaining brand recognition.

Selected a new typeface and designed cohesive photography and illustration styles that exuded warmth and sophistication.

Worked closely with stakeholders to gain approval for design updates and manage expectations during the iterative process.

Brand Guidelines Development & Rollout Strategy

Created a comprehensive and visually engaging Brand Guidelines document to standardise the refreshed identity across all touchpoints.

Included detailed guidance on logo usage, colour applications, typography, and the conceptual approach for imagery and illustrations.

Designed a phased rollout plan, first launching the refresh internally to ensure alignment before gradually introducing it to the public.

Outcome

Delivered a refreshed brand identity that resonated with Resengo’s legacy while presenting a modern, elegant aesthetic aligned with its mission in the hospitality industry.

Enhanced the brand’s differentiation from competitors by emphasising its unique warmth and sophistication, rooted in the history of customer service.

The Brand Guidelines provided a robust framework for consistent implementation, supporting the successful adoption of the new identity by stakeholders and ensuring a smooth public rollout.

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