With more than 30 years of operation, Grupo Tauá de Hotéis felt the need to carry out a broad Branding project in order to reorganize its main brand equities.
Our initial challenge was to answer the following question: what is the main value delivered by the Tauá brand in your business?
Through a deep process of immersion and diagnosis that took into account the trends in the world hospitality market, interviews with the main stakeholders of the brand and field visits (as a hidden client), we reached the essence of the value offered historically by Grupo Tauá. The new positioning “Life with more smiles” was born from the interpretation that travel is an important tool of RENEWAL. Understanding and disseminating this value, when perfectly combined with a strong service culture in its grandiose structures, become a recipe exclusive of the group.
The new brand conveys the essence of Tauá and its main differential, the culture of the smile. As we evolve equities recognized as the “T” and the green color, we renew the energy and aesthetics of the brand, adding graphics and a palette of color more joyful, fun and vibrant without taking your story.
Iconography is a great way to organize content and services, as well as allowing the audience to instantly recognize and align with anyone who applies to them. This enables a clearer and more memorable brand structure and definition of services. The icons of Tauá are divided into two families, or categories: leisure and business. They were designed to work together, strengthening the perception of offers.
In addition to the new brand, the entire visual universe of Tauá was rethought: with new color palettes, graphics, iconography, photographic style and typography. All in order to make Resorts’ communications closer and focused on people’s experience.