A Modern Touch for Timeless Elegance
Steeped in Rajasthan's regal history, the Alsisar Group of Hotels offer a unique hospitality experience. Three heritage properties, dating back to the 16th century, welcome guests with a chance to immerse themselves in the grandeur of a bygone era. From the intricate details of the Alsisar Haveli to the sprawling majesty of the Alsisar Mahal, each stay promises a journey through time. But the Alsisar Group isn't content to rest on its laurels. Recognising the need to balance tradition with modern sensibilities, they recently partnered with Bombay Design Centre to refresh their brand identity.
This case study unveils the collaborative efforts and strategic decisions that shaped Alsisar's new identity, reflecting a harmonious blend of cultural heritage and contemporary aesthetics.
What was the design brief provided to the Bombay Design Centre for the Alsisar Group of Hotels?
The primary goal of the packaging design was not merely to create functional and practical packaging. Instead, it sought to create a memorable and enjoyable experience for visitors that would leave a lasting impression on their minds. The ultimate aim was to enhance the overall perception of the brand and foster a deeper sense of contentment and loyalty towards Alsisar Hotels. By crafting a packaging design that went beyond mere functionality and aesthetics, the brand sought to create a unique and unforgettable experience that would resonate with visitors long after their stay was over. This approach was intended to create a strong emotional connection with the brand and ultimately drive greater loyalty and engagement among guests.
How did the design intervention aim to reflect the brand identity and heritage of the Alsisar Group?
The design was meticulously crafted to reflect the exquisite interior of the hotel, which is deeply rooted in the tradition and heritage of Rajasthan. The Alsisar Group's rich cultural influence inspired us to incorporate their theme into the packaging design. We put in a lot of effort to ensure that every detail was perfect, from the colour scheme to the patterns and textures. Our goal was to create a packaging design that would not only be visually appealing, but would also evoke the essence of the hotel. We wanted guests to feel like they were taking a piece of the hotel with them when they left, and we believe we succeeded in achieving that goal.
What design elements were used to create a sense of place and connect guests to the history and culture of Rajasthan?
The three Alsisar Hotels in Rajasthan, dating back to the 16th century, are heritage structures representing the grandeur of a bygone era. When we were asked to design their in-room packaging, we took inspiration from the attire, jewelry, style, and architecture of the people who once lived in these properties. Using modern-day illustrations, we created a design language exclusive to Alsisar Hotels, depicting scenes from the hotels themselves to convey the purpose of each package. Our designs showcase the royal arches of the Haveli, intricate fabric details, jewelry, tilework, and even moustaches, adding warmth to the guest experience. For guests who enjoy collecting hotel stationery, we aimed to provide them with something truly unique and contextual to cherish.
What specific design challenges did Bombay Design team encounter while working on the Alsisar Group's hotels (Alsisar Haveli, Alsisar Mahal, etc.)?
The task at hand was to design packaging that effectively communicated the purpose of the products to the guests. We were faced with the challenge of not only making the packaging aesthetically pleasing, but also practical and informative. To achieve this goal, we decided to merge the two by incorporating contemporary-styled human elements that were visually appealing and also illustrated the product's purpose in a clear and concise manner. Our primary objective was to leave a lasting impression on the guests, and we believe that we were successful in doing so by creating packaging that was both functional and visually striking.
The team developed a logo or brand mark for the Alsisar Group of Hotels. What design principles guided the logo creation, and how does it connect to the brand identity?
The Alsisar logo is a representation of the place it is named after - a thikana located in the beautiful state of Rajasthan. The logo has been thoughtfully revitalised and modernised, while still staying true to its roots. The designers have taken inspiration from the mesmerizing colour palette that can be found on the hotel property and incorporated those hues into the logo design. The end result is a logo that perfectly captures the essence of Alsisar - a place that seamlessly blends its rich history with modern sensibilities.
What visual style or graphic language was established for the hotels' collateral materials? How does this style reflect the heritage theme?
Our design approach was focused on creating a seamless blend of modern aesthetics and functionality, with a strong emphasis on incorporating human elements to intuitively communicate the product's purpose. To capture the essence of Rajasthan's cultural richness, we employed a range of vibrant hues, elaborate designs, and traditional symbols in the collateral materials used in the hotels. These design elements were carefully chosen and integrated to bring the cultural heritage of Rajasthan to life, creating an immersive experience for visitors that celebrates the region's unique history and traditions.
What materials, colours, and patterns were used to create a luxurious and authentic experience for guests?
Our team of designers invested a great deal of time and effort in selecting the most exquisite textures and vibrant colours to bring out the best of traditional Rajasthan. We drew inspiration from the intricate patterns of the property itself to create a unique ambiance that would transport guests to the heart of India. The colour palette we chose was carefully curated to exude opulence and sophistication and was complemented by elegant jewelry-inspired motifs that added a touch of extravagance to the overall design. In addition, we were greatly influenced by the grandeur of Rajput architecture, which we incorporated into the design elements to offer a glimpse of the region's rich royal heritage. Every detail was meticulously thought out, and we believe that our design truly captures the essence of Rajasthan and offers guests an unforgettable experience.
How did the team ensure the design solutions were culturally sensitive and respectful of the local heritage?
Our design solutions were carefully crafted from the property itself. We researched Rajasthan's cultural landscape, traditions, art forms, and architecture to ensure our choices were authentic and well-informed. The final design reflects the region's rich heritage.
Alsisar Groups's Perspective on Rebranding
Did the design strategy help to achieve the Alsisar Group's business objectives (e.g., increased brand recognition, higher occupancy rates)?
The use of a consistent design language across all the properties of a business is a crucial factor that helps elevate its status to a premium and well-recognised level. This not only ensures that the brand is easily recognizable, but it also creates a seamless and cohesive experience for guests across all locations.
What has been the reaction to Alsisar Group's new brand identity from its target audience and stakeholders?
The feedback we have received so far has been overwhelmingly positive. Our guests have not only embraced the new identity but have also expressed their enthusiasm by taking the collateral materials home and requesting more. This clearly indicates that our rebranding efforts have been successful in creating a lasting impression on our guests, and we are thrilled to see such a fantastic response.
