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Raffles Hotels & Resorts

Our relationship with Raffles runs deep and goes far. In our mission to help the brand grow, we’ve travelled with them from Hainan and their flagship in Singapore to their latest venture in the Maldives, via Istanbul and Jakarta.
Our journey began in Hainan, where we became acquainted with the brand and helped develop its guidelines as we implemented the hotel’s identity across a multitude of guest communications. Then on to Singapore, where our local office took the lead. And it’s here that a single hotel, opened in 1887, shaped the definition of luxury in Asia. Reaching the fine old age of 130, the grande dame was certainly deserving of restoration, and the famous building was closed to guests in 2018, to the dismay, we’re sure, of its many devoted admirers. Embracing the theme of storytelling, which lies at the heart of the brand, our role was to continue the story despite the closed doors. Through a campaign centred around a series of picture postcards, we imagined a romantic tale in which the hotel was on her own Grand Tour. Using this vehicle, we reinforced the brand’s core values while also creating awareness of its presence in other parts of the world.

Next stop for us was Istanbul, the home of the newly launched Raffles Patisserie. In the development of this sub-brand, we delved into Raffles’ history, to a time when writers and poets would gather over a coffee and a delicious house pastry. Evoking the charm and elegance of the past, the packaging has a jewel box-like feel. While all this was going on, over at Raffles Jakarta, we helped launch a new range of signature foot balms. The packaging for these premium beauty products conjures the warm and welcoming mood of Indonesia with a colour palette that reflects the balm’s ginger and coffee aromas. Our identities for both now stand as the benchmark for future Raffles retail ventures.

Another recent port of call was the Maldives, where Raffles launched its latest resort. As the brand’s trusted consultants, we helped develop a positioning strategy to elevate the product in a part of the world where luxury comes as standard.

And our journey circles back to Singapore where we were honoured to have launched the full food and beverage experience on reopening, re-energising those favourites such as the Long Bar and Writers Bar to new kids on the dining scene including Michelin star chef, Jereme Leung’s Yi, signalling a new chapter for this beautiful icon.

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Through a campaign centred around a series of picture postcards, we imagined a romantic tale in which the hotel was on her own Grand Tour.

Raffles Patisserie continues to delight in Istanbul and has now become a signature experience in Jakarta and Singapore offering classic European creations as well as locally inspired flavours.

Respecting the equity and much-loved historic brands also meant an even greater responsibility when creating any new iconic brands.

The Writers Bar menu is a tribute to the illustrious authors who have resided at the hotel and inspired by the setting for renowned and budding writers alike.

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