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Landor creates new brand 'Vivanta by Taj'

MUMBAI: Landor Associates has partnered with Taj Hotels Resorts and Palaces to create a new brand for the upper upscale hotel segment -Vivanta by Taj,. Vivanta draws inspiration from ‘bon vivant‘, a connoisseur who appreciates the good things in life. Vivanta by Taj speaks of style and sophistication and reflects vitality, vivaciousness and vividness.
 
Landor and Taj Hotels Resorts and Palaces identified a gap in the market between the luxury Taj brand and the upscale Gateway Hotel brand. Today‘s work-hard play-hard go-anywhere try-everything traveller expects more than just the standard, often predictable, services offered by traditional luxury hotels.


With increased globalization, these consumers are well informed, technology and design savvy, ambitious, always on the move and demanding of themselves and others. Understanding these changes in the hospitality-consumer, Taj Hotels Resorts and Palaces identified the need for a product to cater to these new-age upper upscale business and leisure segment customers. 
 
The challenge for Taj was to provide an innovative customer experience while maintaining the Taj brand‘s signature strength of exceptional service delivered with its hallmark warmth.


After a series of workshops with Taj, Landor recommended the "Stylishly Spirited" brand positioning which suggests a modern, agile and creatively driven platform for delivering the customer experience. After much research by Landor, a new Taj brand, ‘Vivanta by Taj‘ was created to represent the upper upscale positioning which embodies "cool" luxury. 
 
While architecturally Vivanta by Taj is designed to project a natural, welcoming and lively ambience, it also presents a progressive outlook. The deep espresso brand colours of Vivanta by Taj express its premium positioning and the contrast of the use of rubine highlights its fresh and vibrant personality.


Says Landor Associates country director - India Lulu Raghavan, "Vivanta is for the modern, sophisticated, creative and ambitious man or woman of today. We needed to create a brand with a global view. A brand whose customers appreciate all the good things in life and who work hard but equally enjoy downtime. A brand that would leave customers inspired, reinvigorated and refreshed. With Vivanta, Landor has brought all of this together seamlessly."


Adds Taj Hotels Resorts & Palaces SVP - sales and marketing Ajoy Misra¸ "Taj Hotels Resorts and Palaces have created Vivanta after a series of extensive customer understanding studies. The company‘s brand architecture exercise is aimed at creating a basket of brands, each created to appeal to a distinct psychographic segment. Meticulous planning has gone into conceptualising the brand with its unique experiences and touch-points. We are happy to have worked with consultants Landor on understanding the strategic imperatives as well as developing the design signature for the brands."

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