DHENSA BOUTIQUE RESORTS

TitleDHENSA BOUTIQUE RESORTS
BrandRYKADAN HOSPITALITY INVESTMENTS
Product / ServiceHOSPITALITY
CategoryB01. Logo Design
EntrantTHE BRAND UNION Singapore, SINGAPORE
Entrant Company THE BRAND UNION Singapore, SINGAPORE
Advertising Agency THE BRAND UNION Singapore, SINGAPORE

Credits

Name Company Position
Samya Deb Brand Union Creative Director
Po Kay Lee Brand Union Executive Client Director
Jie Ni Liew Brand Union Senior Designer
Graham Hitchmough Brand Union Regional Director
Ambrish Chaudhry Brand Union Regional Strategy Director
Esther Lim Brand Union Production Lead
Shidan Youssefian Brand Union Consultant
Sonali Kewalramani Brand Union Client Manager
Benedict Wong Brand Union Senior Designer

Brief Explanation

Our focus was to create something simple, pure, and authentic; a design which would transcend cultures, barriers, and prejudices to reflect the purity of the idea, the experience of staying at the resort, and the natural surroundings Bhutan.

The Brief

Dhensa was created to disrupt the 4-star hospitality industry in Bhutan. Tired of excessive, mass-market hotels, we created a brand identity that focuses on the simple things that matter. Inviting guests to engage with simplicity and playfulness, to rekindle a spirit of curiosity and innocence, inspired by the beautiful landscape of Bhutan and the kingdom of happiness.

How the final design was conceived

The transparent logotype, inspired by the childhood games of collecting and playing with twigs and sticks, is a visual reflection of the idea of innocence and purity. A contemporary interpretation of a playful arrangement of overlapping twigs to create the brand name, it is simple and easy to read. In a world of information overload and hyper-connectivity, we embraced innocence as a way to cut through the clutter.

Indication of how successful the outcome was in the market

Only 6 months from opening, Dhensa has enjoyed a steady 80% occupancy rate, after a successful opening week which attracted A-list stars such as Kristen Scott-Thomas. It has so far garnered multiple 5-star ratings on tripadvisor, with plans underway to extend the Dhensa Brand experiences to other select destinations in Bhutan and beyond.