OYO, a leading hospitality brand in India, planned to expand its offerings by launching hotels across three categories: 3-star, 4-star, and 5-star. The goal was to leverage OYO’s strong brand recall while establishing new, high-end brands in a market where OYO was primarily seen as a mass-market, budget-friendly option.
The Challenge
The challenges were multifold. Retaining OYO’s name was crucial for brand recognition, but the new verticals needed to position themselves as elevated, premium brands, appealing to distinct target audiences for each star category. The visual identity, branding, and guest touchpoints had to convey the new positioning while maintaining cohesion with OYO’s overarching identity.
Our Ideation
We approached the project by crafting distinct identities for each vertical, ensuring they were reflective of the target audience’s expectations while staying rooted in OYO’s brand essence. From stationery to interior branding, wayfinding signage to in-room experiences, we designed comprehensive solutions to deliver a seamless brand experience across all touchpoints.
3 BY OYO
For OYO’s 3-star hotels, we developed a quirky, colorful identity. Using three objects as playful motifs, the branding highlighted “3” in a vibrant and engaging way, creating an inviting atmosphere for young, budget-conscious travelers.
4 BY OYO
For the 4-star category, we focused on attainable luxury. We designed elegant patterns and imagery, functional yet sophisticated signage, and distinctive in-room branding elements to enhance the guest experience. The identity balanced premium appeal with approachability.
5 BY OYO
OYO’s 5-star properties were positioned as ultra-luxury destinations. The branding for 5 BY OYO exuded opulence and exclusivity through soft color palettes, refined typography, and understated yet luxurious visual elements.
