Chapters at Zabeel House by Jumeirah in Dubai is not your normal lobby lounge. Here, guests are invited to settle in with one of the many books within the venues library, get lost in a good story, or even write their own.
Every hotel has their own lobby lounge – a venue within the hotel that is typically a waiting area and meeting point. They are where hotel guests meet before heading out for the day, and where businessmen hold informal meetings.
We were tasked by Jumeirah to develop a brand purpose and strategic positioning, as well as to create the restaurant name for the venue. Once the brand naming was complete, our team began creating the restaurant logo, working on the restaurant branding, and how the brand identity appears across all relevant touchpoints – including menu design and other day to day applications.
By giving the F&B outlet a purpose, we were able to to turn the hotel’s lobby lounge into something more than a simple meeting point. People use lobby lounges as meeting points – they are where individual’s meet, catch up and exchange stories about their own lives. They are places where businessmen get together, discuss opportunities, plan and write new chapters in their own business ventures.
We wanted to take this idea and turn it into a brand that people could relate to, connect with and spend time with. Chapters – the brand name given to the venue captures everything that we wanted the place to become. Our task then became bringing this idea to life.
Large bookshelves lined with novels further builds on the brand idea, while colors were chosen to support existing uniform materials and tableware. Menus and bill folders were designed to mimic hardcover novels, note books and sketch pads, while messaging for the brand is brought through into every aspect of the brand experience.
Chapters is a simple brand that, while delivering on it’s own unique brand experience, lives comfortably within the Jumeirah hotel in which it exists.
Read more about the individual services we offered for this project below: