brand + digital

Azerai Hotels

A time for simple elegance

Azerai Hotels is a new company inspired by Adrian Zecha, the founder of several innovative luxury hotel groups, including Aman. The new company's aim is to offer guests simple elegance, refined design, discreet and attentive service in place of unique beauty and cultural interest - all at an affordable price.

Having worked successfully with Aman for many years, Nucleus was asked to create the new brand and website.


We worked closely with the Azerai team in Hong Kong to understand their vision and then bring it to life in the brand and website.

The brand name was created as a compound of Adrian Zecha's initials with the suffix inspired by the Persian word 'caravanserai' - a resting place for travellers arranged around a central courtyard.

The brand design reflects the 'simple elegance' value proposition, with each hotel's location locked-up beneath the brand mark. Typography, colour ways and, most importantly photography, all reinforce this proposition, with imagery deliberately using Instagram-like saturated colours to bring the visual riches of each location to life.

The responsive website - designed, written and built by Nucleus - brings the brand to life online with a uniquely fluid approach, providing users of any device with an immersive experience, including multiple galleries and online booking via the RMS cloud.


The brand was launched with the opening of Azerai Luang Prabang in February 2017, supported by social media campaign, also run by Nucleus. The site was then expanded with the pre-launch of the second hotel in Can Tho, Vietnam, to open in December 2017. Trade and consumer reaction has been highly positive and the brand has already established a high profile across the globe for its innovative ‘simple elegance, affordable luxury’ proposition.