Vinpearl Luxury

Luxury defined by Vietnam

To expand its international customer network, Vinpearl Hotel & Resorts decided to restructure its existing products into four different brand lines with unique names and positioning: Vinpearl Luxury, Vinpearl Resorts, Vinpearl Discovery, and VinOasis.

As an advisor to the rebranding project for Vinpearl Luxury, TWS identified the immediate prerequisite of building a distinct, high-end image for Vinpearl Luxury compared to other subsidiary brands of the corporation. TWS and Vinpearl’s internal team discussed and provided brand directions, emphasizing the connection between the quintessence values of Vietnamese people and the dedicated hospitality spirit at every touchpoint with customers of a world-class resort brand.

The Brand Standard set was completed rapidly in just 16 working days, regardless of day or night, to bring a new breath to Vinpearl Luxury, in accordance with the spirit of “Luxury defined by Vietnam – The quintessence of Vietnamese heritage”. Emphasizing the connection between the quintessential values of Vietnamese people and the dedicated hospitality spirit at every touchpoint with customers of an internationally renowned resort brand, the brand identity was studied and built based on four core values: Rarity – Authenticity – Thoughtfulness – Inspiration.

The brand’s voice, therefore, must be impressive but not ostentatious, enthusiastic but not overly emotional.

The brand established a system of language standards across all platforms to ensure clarity, confidence, sincerity, yet elegant and highly personalized language.

Based on the core values, the brand’s personality focuses on cultural sophistication (understanding, delicacy, insight), empathy (proactivity, intuition, sensitivity), experiential quality (international scale, expression, reliability), and attractiveness (individual/enticing/thoughtfulness).

The quintessence of Vietnamese heritage

By properly establishing the brand standards, with vision, Vinpearl Luxury is increasingly gaining a position in the hospitality industry of Vietnam and globally. In June 2022, Vinpearl officially announced a strategic partnership with Marriott International. Accordingly, Vinpearl will collaborate with this corporation to upgrade eight hotels and resorts located at leading tourist destinations nationwide.

The Vinpearl hotels will then join Marriott International’s global 5-star quality brand chain. Especially, two-thirds of the 8 hotels, including Vinpearl Luxury Landmark 81 and Vinpearl Luxury Danang, enhance Vinpearl Luxury’s global position.