KREO extends brand identity for Sterling Holidays
Bangalore-based KREO Design, a multi-disciplinary design firm has developed an extended brand identity programme for leading Indian holiday lifestyle company Sterling Holidays.
From the brand guideline to graphic and brand assets and the Sterling discovery mascot, the design mandate given to KREO was to create opportunities for extending the brand vision through effective storytelling.
Sterling Holiday Resorts Limited (SHRL) began a new chapter at the end of last year by rolling out its unique brand positioning with a focus on holiday experiences. As a pioneer of vacation ownership in India and with over 30 years of industry expertise, Sterling is a brand that is continuously evolving.
KREO developed graphic and branding assets through the brand identity programme that communicate the brand vision and convey the brand essence across various guest touch-points at its resorts. It also created the extensive brand guideline to perfectly capture the spirit of Sterling Holidays.
As the design agency partner to Sterling Holidays, KREO has also been instrumental in developing the signage programme, in-resort brand collaterals, guest experience design that express the new brand vision ‘Holiday Differently’ and leading the guests to experience more discoveries every single day.
With this new brand vision, Sterling intended to appeal to all age groups by introducing ‘Raja Rex’, Sterling’s new ‘discovery mascot’. KREO conceptualised Raja Rex, who was inspired by Rajasaurus, the only Indian dinosaur, which was discovered on the banks of the river Narmada.
Being ‘discovered’ through design and otherwise, Raja Rex was selected as Sterling’s official discovery mascot. Raja Rex is identifiable across all Sterling resorts and extremely relatable to both kids and adults because of its personality characteristics.
Raja Rex has been designed to encapsulate the soul of the brand, as the adventurous royal mascot is always raring to step out and enjoy nature. The character is spotted in various scenarios in the form of wall murals across Sterling properties in India.
KREO also designed a spectrum of Raja Rex merchandise such as key chains, coffee mugs, playing cards, t-shirts, menu cards, story canvas, and more. The lively nature of the brand mascot has a universal appeal making the resorts beautiful and enhancing the brand’s essence of the joy of discovery.
SHRL has 29 resorts – encompassing more than 2,000 rooms – in 26 destinations across India, all of which are affiliated to RCI.
For more information visit www.sterlingholidays.com
