“There is more to life...
...than increasing its speed� -Mahatma Gandhi
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Content
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Brand Stories
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Brand Overview
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Brand Promise
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Brand Strategies
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Our Services
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Brand experience
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Brand style guide
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Logo Usage
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Pattern
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Colour
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Typeface
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Stationery design
Brand Stories
Slowing Down
Let’s break out against a hectic lifestyle
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“Life moves at such a fast pace that it seems to pass us by before we realize and can really enjoy it.”
However, it doesn’t have to be this way, let’s break out against a hectic lifestyle, and slowing down the pace for us to enjoy life. A slower paced lifestyle means to enjoy the little things; enjoying your morning instead off rushing off to work stressfully. Basically it means to enjoy every single thing, whatever you are doing, appreciate outdoors, talk to people, take some time to pause from your activities, rather than keep checking on your phone thinking about your work and checking for emails. Slowing down is a conscious choice, yet it is not always easy, but it would definitely leads you to a greater appreciation of life and greater level of happiness, and The Grand Pacific Hotel is here to serve and to help you slowing down your pace, even you are on a bussiness trip, on a vacation, alone, with your familiy or friends, we’ll become your retreat after a hectic day.
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Hotel Grand Pacific is ideally located just minutes away from the entertainment hub, central business district and world-class shopping centres. The hotel is located just a 5 minute walk from the national domestic rail system also known as the MRT such as City Hall, Bras Basah and Bugis stations and a 20 minute drive away from Singapore Changi International Airport. Suntec Singapore International Convention and Exhibition Centre is located a short 12 minutes walk away from our hotel. Corporate clients will enjoy easy accessibility to the venue for their meetings and conferences.
Brand Overview
We will exceed your expectations.
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Our Hotel Grand Pacific Singapore is a smoke-free hotel with 240 rooms consisting of Deluxe, Premier and Suite category. All our rooms comes with a complimentary high-speed Wi-Fi. Our superb location in the city makes it a preferred hotel for both business or pleasure. We have a wide range of local and Western cuisine available at our Zen’s Cafe. Natural light encompasses the Zen’s cafe making it a great place for you to enjoy meals and unwind over conversations with your family and friends.
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Brand Promise
We will exceed your expectations.
Our hotel believes on synchronity, serendipity, miracles, and to sacrifice and putting other first. We really values integrity, loyalty, generousity, and passionate in doing every single things.
These things are reflected on our brand archetypes; Magician and Caregiver. As a magician, we will transform your experience, and make sure you will get the best service from our passionate hearts. We will exceed your expectations on every single aspects we can offer. All of our staff are happy to serve you, passionately from the hearts, and help you to unwind, relax, and recharge your body and soul.
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Vision “To exceed your expectations”
Mission “The place for your body & soul to recharge”
Through this vision and mission statement, we would like to ask our guest to make this goals come true, for a better Grand Pacific Hotel, and increasing the pleasure that each and every one of our guest receive through our passionate and sencere service and hospitality.
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Brand Strategies
After a long day full of activities on this hectic and busy city, you will be surprise as you step on to our hotel. We will transform and makes you feel that you are on a different place, whereas the environment will be calming, serene, tranquil, as to slow down your pace and to recharge your energy, mentally and physically. To ensure that our guest are satisfied with our hospitality, and to have a pleasant stay, we come up with strategies which are practical yet strengthen us to achieve the hotel’s vision and mission.
Brand Strategies We setup our branding strategies to ensure our guest’s pleasant stay.
Introduction To create full engagement with our guest, we don’t only give them our hospitality, but we interact with their senses; sight, hearing, taste, smell, and touch. Upon entering our lobby area, the guest will be greeted with soothing vibe, accompanied with aromatherapy to trigger their smell, relaxing music to trigger their hearing, and none other our interior design, to trigger their sight and touch, as we carefully choose and design our interior to compliment our hotel’s goals, and to build up the mood for our guest and staff.
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“To create full engagement with our guest, we don’t only give them our hospitality, but we interact with their senses; sight, hearing, taste, smell, and touch.”
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Brand Strategies There isn’t any particular special service from us. Every single thing about it is special.
“Here, on Grand Pacific Hotel, you could enjoy our wide range of services, from a blind massage, to your personal storyteller, to your own personal sleep concierge.”
We believe that our guest’s pleasure is the main priority. Therefore, we are happy to personalised and granting their requests. Before you stay with us, you could pre-book your personal favorite aromatherapy scents for your room, your choice of amenities, and not forget to mention your personalized mini-bar. This are all complimentary services that our hotel offers to the guest. If you think that you want something to be more specific, you could easily reach out to our personal amenities concierge, and they will make sure to serve upon your request. We believe that scents could really make a big difference for our guest to feel more relax, and therefore rest well.
Amenities Concierge
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Sleeping is recharging your body and mind, therefore we take it seriously and involving professionals, and we offer you this service to make sure you have a pleasant stay at our hotel. While checking-in to our hotel, we will offer a sleep concierge service, whereas this special concierge will help you to pick out of 15 pillows with different sizes and shapes. This service is guaranteed to make sure that you could have an excellent good night sleep, as if you are at home, and be ready to do your activities on the next day. We guarantee you to have a good night sleep, but if you are using our sleep concierge and still having difficulties to sleep and rest well, we will be paying one night of your stay in our hotel.
Sleep Concierge
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If you are having trouble sleeping, it is our hotel’s responsibility to take care of you. To slow down your pace and to make you feel more relax, we will get your own storyteller, who will reads stories, as you reminisce your memories as a kid. You could pick your own choice of book from our hotel’s reading corner, and let our professional story teller do their magic. Bear in mind that this service is for every each one of our hotel guest, and there is no age limitations. So don’t be shy to contact us and let us read your favorite books!
Personal Storyteller
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Pre-bed Massage Do you feel that your body is so stiff? your muscles are hurting you and it makes it difficult for you to take some good rest? Don’t ever be worry about that in our hotel! Enjoy the pre-bed massage, to relax your muscle and tense mind. This service is open for 24-hours, so after a long day full of doing activities, we are always ready to ease your body. For those who don’t want their privacy to be disturbed yet still want to have a pre-bed massage, we have our own team of blind masseur. We wwill make sure that every single one of our guest are going to bed with relaxed body, so that their mind could be relaxed and recharge better.
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This is probably the most fun service; the unexpected delights. Our staff will randomly give complimentary foods and/or beverages to the hotel guest, anywhere, anytime, and for anyone. It could be in a form of frozen fruit pops or frozen fruit passed out at the pool on a hot sunny day, a handful glass of fresh oreo float presented to guests passing through the lobby, a chocolate fountain flowing for an afternoon treat or ice towels given to exercising guests as they leave the gym.
Unexpected Delights
This service are never ending as it continues through out the day and night, and nobody knows what, when and where the guest are going to receive it, not even most of our own staff. We had a particular group of staff which are responsible to do their duties to give out the unexpected delights. So be nice to our staff and probably you could get even more surprises from us!
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If you are travelling with your pet, don’t be afraid because we welcomes anyone on our hotel. We have a room for your dearest Milo to play, or your cute little Mickey to rest, or even for Spike’s de-stressing activities. Our hotel have it’s own pet caretaker, and there are several services we offer for Rocky to also have as much fun as you.
Pet De-stressing Program
We offer a room for the pet to play with our caretaker, or even guest are welcome to enjoy and play with the pets. On the next door, is the room for them to take a rest, it is a darker room, with chill temperature, so that they could also have a rest, as any other of our guests. If your pet is having trouble or somehow giving a sign of stress, just tell us and we will happily to take them to our de-stressing program for pet. Our own specialist will guarantee that your pet will feel more relaxed and therefore you and your pet could have a pleasant stay at our hotel.
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Brand Experience
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Having your body recharge and refreshed is our main priority, and therefore our bedrooms play a big role in order to achieve it. We offer 3 different type of rooms; Deluxe, Premier, and Suite room.
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Hotel Rooms Our touchpoints and brand experience.
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All of the room have a clear city view for our guest to enjoy. The deisgn of our rooms immediately give a warm and inviting feeling, and not forget to mention the relaxing ambiance complimented with warm lighing, your own aromatheraphy scents you chose beforehand, and personalised mini bar and amenities.
1. Premier room 2. Suite room 3. Deluxe room
3.
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1.
1. Deluxe room’s lamp 2. Premier room’s plant deco 3. Room service 4. Suite room’s dresser 5. Warm bedroom lighting
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3.
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4.
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Premier room’s bathroom
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Relaxation spa treatment
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Zen’s Cafe Our touchpoints and brand experience.
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Fill your tummy with the greatness of the chefs from our own newly opened Zen’s Cafe. Have a breakfast, brunch, lunch, dinner, or even hang out and unwind with your friends and family. Try out many different varieties of our oriental and vegetarian foods, cooked with fresh ingredients by our professional cooks, and it is guaranteed that the food’s taste will explode on your mouth, and makes you crave for more and more every each time you bite it.
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3.
1. Zucchini Pasta Salad with Thai Green Chilli and Lime 2. 3. Zen’s Cafe interior 4. Roast Chicken with Saute Shitake Mushroom and Miso Sauce
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Soba Noodle with Curry Sauce
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Oriental Seafood Noodle with Shoyu Broth
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Brand Experience
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“Our logo becomes the major graphic representation, it is anchored with us, and therefore it becomes our face.�
Logo Design The Grand Pacific Hotel logo gives the impression of a mix between traditional and modern design. Mainly refering to the shape of traditional chinese window pattern, which shapes the hotel’s initial.
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Window represent a spiritual entrance, where your soul can travel. If you choose to let it go, your soul can break through the glass boundaries, and travel, soaking in the sounds, sights, and smells. Therefore it is a portal, which allows your mind to roam around freely. It reflects our goal as a hotel, to refresh and recharge mentally and physically. Our logo is symetrical, refering to living balancedly and zen, as we suggest slowing down your life pace, and gives relaxing and serene aura all around the hotel.
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20mm
15mm
Minimum size To ensure our logo’s legibility and readablity, the minimum size of it should not be smaller than 15mm x 20mm.
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1/5
1/6
Exclusion zone Please give the logo a space for it to breathe. Minimum clear space is 1/5 vertically, and 1/6 horizontally.
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The usage of logo on 2C printing, for black on white background, and reverse.
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Pattern
The usage of pattern as a consistent design element
The pattern will be used as one of the consistent design element of our brand. It is shaped and formed from the Grand Pacific Hotel logo, and crafted carefully to form a pattern which refer to traditional chinese window ornament. The usage of this pattern became one of the strategy for our hotel’s branding, as it is visually easier to be remembered, and to put on many different design such as posters, advertisement, amenities, website, letterhead, name card, and so on.
The color used of this pattern is a very light grey, so that the main focus on the design will not be distracted by the usage of the pattern itself.
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C M Y K
:8 :5 :5 :0
COLOUR
We picked it carefully because colour matters.
C M Y K
: 22 : 100 : 71 : 11
The color red, especially in Asia is believed to bring more wealth, luck, happiness, dynamic, and so on. It became on of our consideration, because of the positive attitude the color red have, which it is how we want our hotel to be; reaching out, dynamic, joyful, and so on. Other than that, the color red itself is very identical with the color of Asia. By that, it strengthen the identity of the hotel as we still keeping the traditional Asian touch on our hotel.
On the other side, the color grey are describe as a quite mellow color, or even emotionless. This color compliments our red, as the one who balance the very exciting feelings the color red has. It neutralize the strong color of red. This rather calm color of grey also reflects our hotel as we are sugesting slow living. Sometimes, the color grey is used to describe a position which are not black nor white. And by that, we could see that grey is the color of balance, it is in the middle, not shifting to one side nor the other, and it reflects the concept of the Grand Pacific Hotel itself.
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Times New Roman
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H el vetica
Aa Aa Aa abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Letterhead - Front A4
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Letterhead - Back A4
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Name card 90mm x 50mm
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Stationery design
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The Grand Pacific Hotel brand guide book was specially made for their corporate identity, and therefore please refer to this book for the usage of designs, brand strategies, brand promises, and so on.
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Grand Pacific Hotel Brand Guide Book Art director Panji Mardhika Burhan Mulya panji.mardhika@gmail.com I have not spoken to the photographers whose works I have selected to be presented on this publication, as it is a non-commercial project. If anyone would like to remove their photographs from this publication, please contact me via email as shown above.