07 March 2017

Azerai debuts its new brand in Luang Prabang

Azerai Luang Prabang is the first chapter of a new brand story. A new kind of hotel that offers its guests simple elegance, refined design and attentive service, in places of unique beauty and cultural interest. London-based Nucleus designed the identity and website for this innovative luxury brand.

The new name Azerai is influenced by the Persian word caravanserai, a resting place for travellers, usually around a central courtyard. The AZ pre-fix refers to the initials of Adrian Zecha, the founder of Aman, who inspired the concept.

Azerai’s first hotel is located within the beautiful UNESCO World Heritage Site of Luang Prabang in northern Laos, horseshoed between the Nam Khan and Mekong rivers and surrounded by verdant mountains. Luang Prabang, itself, is an exceptional fusion of traditional Lao and French colonial architecture, with 30 Wats, or temples, street markets and the mighty Mekong to explore.

An elegantly simple brand

Nucleus worked closely with the Azerai team in Hong Kong to create a distinctive and elegant new brand and website which clearly communicated the brand’s value proposition 'affordable luxury for today’s discerning and experienced travellers’.

Trina Dingler Ebert commented “We are delighted with Nucleus’ work bringing Azerai to life. We have worked together over many years on different projects and their timeless design aesthetic, digital expertise and attention to detail has ensured Azerai launches with a distinctive and seamless brand experience.”

Peter Matthews, Nucleus CEO added “Azerai has been a wonderful project to work on. The brand concept is innovative and refreshing and the focus on affordable luxury is inspired. We think we have created a new brand that will define a new sector in luxury travel.”

Read the full case history here.

About Azerai
- a new approach to affordable luxury. Azerai Luang Prabang is the first chapter of a new story and brand of hotels that offers guests simple elegance, refined design, discreet and attentive service in places of unique beauty and cultural interest. Azerai is uniquely envisioned for today's experienced urbane individuals, couples and families looking for distinction, quality and comfort at affordable prices.

Contact Azerai
web: www.azerai.com

About Nucleus
Nucleus is an independent brand consultancy that combines design, digital and intellectual property expertise to help its clients achieve their brand objectives, through:

Brand Promise – defining and articulating brand purpose
Brand Experience – creating compelling brand experiences in a mobile digital world
Brand Asset Management – registering and protecting Brand IP

Current Nucleus clients include: Azerai, Champneys, Crédit Agricole, Coronation Capital, Indosuez Wealth Management, Inntravel, P&O Cruises, Rothschild and sQuid.



Contact details for further information:

Nucleus: Peter Matthews, CEO pmatthews@nucleus.co.uk
Or Silk Kimsart, PA to CEO skimsart@nucleus.co.uk
tel: + 44 (0)208 398 9133