Extending the Josun heritage to create a premium hotel brand for families
Josun Hotels & Resorts was facing competition from new entrants that raised the bar on luxury hospitality in the South Korean market. During its separation from the Starwood Hotel brands, Josun Hotels & Resorts had ambitious plans for growth.
Prophet first partnered with the client’s teams to create a cohesive brand portfolio strategy that leveraged the Josun name, provided a level of cohesion and integrity and maintained its distinctiveness within its portfolio. Having created a rejuvenated brand identity for Josun Palace, the group’s highest-grade luxury offering, Prophet worked with the hospitality group to create a new premium family-oriented hotel.
We started with understanding the real needs of Josun Hotels & Resorts’ varied audiences which included families with kids, young couples and business travelers. Insights into these pain points helped to inform what experiences its hotels needed to deliver to its audiences. Based on these insights, we created the new family-oriented hotel brand Grand Josun.
We clarified the brand’s unique distinction as a pioneer and leader in South Korea’s hospitality landscape, crafting its brand positioning as “Reimagining a heritage of excellence”. Combining both Josun’s legacy with fresh modernity, we took its signature customer service and infused the brand with new moments of delightful discovery throughout the customers’ stay, with a refined sensibility that is always balanced, intuitive and multi-sensorial.
The strategy came to life with a variety of new activation programs, amenities, F&B, design and service elements tailored to meet the distinct and high expectations of the audience. We created unique signature elements such as Josun Junior, a comprehensive offering that creates a memorable holiday experience for children to explore their creative energy, discover lifelong skills, and connect with the destination they are in. Another signature program that was rolled out was the Lending Library, a hassle-free supply for everything a guest may need at a hotel whether on business or for family.
Next, Prophet created a visual system that brought the bespoke and delightful experiences of Grand Josun to life, speaking to the heritage of “Josun” with a modern twist. The symbol is a carefully crafted monogram paired with a classic modern typeface and complemented by contemporary and balanced hues of emerald, natural and light secondary colors and copper accents. We also created a cohesive color and textural palette to communicate a warm, natural environment that allows families to feel both comforted and energized while reflecting the refined sensibilities of the brand. The “terrazzo” pattern was incorporated both in the overall hotel as well as modified for the kids to create a cohesive but also tailored experience.
Grand Josun was successfully launched in Jeju and Busan in 2020. Many of the signature experience ideas we created, including the Josun Kids program and Lending Library, have been successfully implemented with outstanding reviews.
The addition of Grand Josun hotels not only expanded Josun Hotels & Resorts’ reach in the South Korean travel market but is also expected to be a new growth engine for the group, unlocking new possibilities in its journey to become a global hospitality brand.
And, our work with Grand Josun hotels received recognition from Transform Magazine’s Transform Awards Asia 2022, earning bronze in the Best Visual Identity from the Sports, Travel, Leisure and Tourism Sector.