brand + digital

A time for simple elegance

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The responsive website - designed, written and built by Nucleus - brings the brand to life online


Azerai Hotels is a new company inspired by Adrian Zecha, the founder of several innovative luxury hotel groups, including Aman. The company’s aim is to offer guests simple elegance, refined design, discreet and attentive service in places of unique beauty and cultural interest - all at affordable prices. Having worked successfully with Aman for many years, Nucleus was asked to create the new brand and design and build the website.


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


The brand was launched in February 2017, supported by social media campaign, also run by Nucleus. The website was then expanded with Azerai in Can Tho, Vietnam in December 2017 and Azerai La Residence, Hue in December 2018. Traffic has grown significantly with mobile users now accounting for over 75% of the audience. 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 and affordable luxury’ proposition.