The new identity conveys an image of security and wellbeing

Akena, 1 to 2 stars economic hotel chain, was known until 2009, a pace of one to two openings of hotels constructed annually. Displaying new ambitions, the Group announced its commitment to double in five years the number of establishments and to thus Park 50 hotels by 2015. Indeed, the chain intends to accelerate its development by the affiliation of existing hotels and to reinforce on the segment of the hotels 2 stars free.

A new positioning for new objectives

This change in positioning of the chain is justified by the following observation: Hotel 2 stars is predominantly held by independent hotel hotel market segment. The financial and economic crisis has accentuated a clear trend of embrittlement of independent hotels, and promotes the transfer of the independent hotel to the integrated hotel. Updates new classification standards, safety and accessibility for people with reduced mobility lead to an acceleration of closures of establishments, or may not bear the cost of the work, either cannot adapt to these new requirements. An increase in demand for accommodations at a good price-quality ratio. Remaining in line with its initial concept is to offer a product 2 stars at economic prices, the purpose of the string is to be in the range of low-cost medium by offering a quality product to always attractive prices around 50 the room.

To accelerate its development Akena wants to bring together under his name hoteliers who feel the need to rely on a trademark, to benefit from its know-how and to be accompanied by both technical, management and marketing. Akena has developed 15 years expertise to support its franchisees as early as the first steps. Hoteliers have the structure of the chain Council and assistance in the operation. Emphasis is placed on the quality of the services and the formation of the investors candidates. The communication is, of course part of the accompaniment and the franchisee must have an easily identifiable mark. The chain considers that developments promoted the brand Akena shall be transcribed in its visual identity.

A new identity

The shift of the chain was materialized by the studio of plants through a new Visual identity and a new graphic Charter. The current logo has been revisited both at the level of the color forms, to convey an image more modern, more welcoming, by relying on existing identity to enrich, strengthen and make it relevant. The new version in volume allows a range of wider use of the brand and visibility on the different media of communication. The triangular shape which brought the idea of innovation and progress, has been reworked, softened and restructured into a round shape, with reference to the Earth, nature in General. The new identity conveys an image of security and well-being. High stylization of the graphic elements, the simplification of forms and minimalism of design promote recognition and a better visual memory. The new opened the Akena chain, Franchise Expo 2010 booth, illustrates these changes. It was designed to improve the reception and facilitate the dissemination of information on the show. Nathalie Fontaine, commercial Director and network of the string, "economic Hotel segment is growing." Akena is positioned on the market of 2 stars free and adapts to meet the expectations of a demanding consumer, with an economic price offer in a friendly environment. More development all over the place, the Akena Group chose to move towards independent hoteliers for a commercial and force willing to follow our commitment to raising the quality of the offer with a repositioning of our sign. In these difficult times the story has many times demonstrated l'Union fait force la!