Banyan Group unveils new luscious brand identity

Banyan Group, formerly Banyan Tree Holdings, has embarked on a new brand identity to chart its bold course for the future of global hospitality. 

Developed together with TSLA's brand practice arm Anak, Banyan Group's brand identity sees a redesign of its name and logo, the introduction of a key graphic device and refreshed website applications.  For starters, the redesigned logo features subtle flourishes on the "n" letterforms. The flourishes aim to echo Chinese calligraphy and honour the brand's Asian roots. 

Don't miss: How Banyan Tree used strategic campaigns to keep its brand top of mind despite the pandemic 

Meanwhile, the brand's new graphic device "The Banyan Scope" will provide an endless circle composed of data points such as destinations, species conserved, or crafts revived. The graphic device aims to dramatically draw visual focus in applied formats to represent a point-of-view that invites consumers to see the true potential of travel. 

In addition, Banyan Group's investor relations database has been redesigned using alternate graphic possibilities of the scope. This is to showcase the group's breadth of work and focus areas. 

Finally, a digital archive for the brand's retail arm Gallery has been revolutionised to showcase local arts and crafts. 

“We are going through a period of large paradigm shifts in all systems – political, business, ecological, civilisational. What the future will look like is still emerging," said Ho Ren Yung, senior vice president of brand and commercial at Banyan Group.

"I am most excited about how Banyan can exemplify, influence, and shift the paradigm towards a beneficial outcome, that uplifts livelihoods, includes nature, and towards a living system that benefits all life on our planet,” added Ho. 

In a conversation with MARKETING-INTERACTIVE last year, Banyan Tree Group’s (BTG) head of brand communications, Adhiyanto Goen who is no longer with the group said that over the years the group has made alterations to how it actualised its marketing efforts. One such alteration is the focus on holistic development and care for its guests. “We shifted our focus to promoting more secluded and nature-centric destinations, as travellers are now seeking open spaces and immersive experiences,” Goen said.

Moving forward, the group has also its sights set on luring more travellers to explore its hotels which aim to restore natural beauty, cultural heritage and immersive experiences. “Our marketing efforts focus on creating a sense of wanderlust and inspiring travellers to explore these destinations. We have also collaborated with local communities and partners to develop joint campaigns that promote destinations holistically,” Goen explained.

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