Dreamers Hotel

Please Disturb.

There are more than 1,200 Hotel Chains and 700,000 Hotels worldwide. Please welcome Hotel # 700,001.

Juice Group was asked to create a unique proposition and identity for a new 4-star business hotel chain appealing to the modern business person. After reviewing interviews with hundreds of business travellers, it became clear that time was the single most important ‘commodity’ everyone identified as being them most important attribute to a successful, repeatable hotel visit.

Time to relax. Time to enjoy. Getting room service in a promised time. Laundry service, too. Time – the intersection between expectations, and reality.

Using this unique core proposition as a start point, Juice went on to develop an entirely new brand, imbued with the Dreamers brand properties at every touch point – from the fracases, signage systems, hotel rooms, ‘do not disturb’ signs to the receptions, cutleries, and website – we managed to carve out a unique voice in a very loud market.