Eri Luxor approached Craft & Slate with a bold vision: to create an exclusive boutique hotel brand that offers high-end, personalized hospitality at a scale designed to provide intimacy and exclusivity. With only 50 rooms per property, the boutique hotel apartments would offer a blend of urban chic design, cutting-edge technology, and eco-conscious energy efficiency. Our task was to develop the complete branding, from market research and naming to designing the visual identity and marketing strategy, to position Eri Luxor as a new standard in luxury hospitality, rivaling the likes of Four Seasons and Ritz Carlton.

The challenge was to create a memorable and evocative brand name and identity that could stand out in a crowded luxury hospitality market. Eri Luxor needed to convey the essence of high-end hospitality while ensuring it appealed to discerning guests seeking both comfort and exclusivity. Additionally, the name needed to evoke the grandeur associated with global luxury brands while also symbolizing the boutique nature of the properties, creating a balance between opulence and accessibility.

Our approach to Eri Luxor's branding was holistic and deeply researched. Here’s how we developed the brand:

Market Research:

We conducted extensive research into the luxury hospitality sector to understand the desires and expectations of high-end travelers. Guests in this segment seek personalized experiences, attention to detail, and a strong brand narrative that resonates with their values. Our research confirmed that exclusivity, sustainability, and technological advancements were key differentiators in modern luxury hospitality.

Naming – "Eri Luxor":

The name "Eri Luxor" was born from a careful blend of elegance, history, and modernity. "Eri" is a soft, inviting syllable that evokes exclusivity and sophistication. It also connotes a sense of individuality, which ties in with the boutique nature of the brand. "Luxor," inspired by the ancient Egyptian city of Luxor, synonymous with grandeur, opulence, and the preservation of timeless luxury, was chosen to evoke an image of ancient elegance and world-class status. Combining these elements, "Eri Luxor" encapsulates the idea of both intimacy and timeless luxury, promising a memorable stay for high-end travelers. It is a name that feels both aspirational and accessible, appealing to guests seeking refined hospitality.

Brand Development:

Craft & Slate developed a cohesive brand strategy that focused on creating an urban chic design language, combining modern luxury with eco-friendly, energy-efficient solutions. We crafted the brand's promise of offering “intimate, sophisticated accommodations,” which was reflected in all touchpoints—from the design of the suites to the personalized services offered to each guest. The branding had to communicate exclusivity without feeling unattainable, ensuring that Eri Luxor was positioned as a luxurious yet welcoming destination.

The logo design featured sleek lines with a modern serif font, conveying sophistication and timeless appeal. The color palette was inspired by rich golds, soft beiges, and deep tones, symbolizing luxury, comfort, and exclusivity. These colors were chosen to align with the brand's commitment to upscale hospitality while maintaining a subtle elegance that would appeal to global travelers.

We crafted messaging that emphasized Eri Luxor’s unique offerings, including its cutting-edge technology, sustainable energy solutions, and exclusive 50-room properties.

Marketing materials highlighted the hotel's urban chic design, 45 sqm King Suites, and the four expansive Grand Suites, each promising unmatched comfort and personalized service. Our goal was to position Eri Luxor as a modern leader in intimate luxury hospitality, delivering experiences on par with globally recognized brands like Four Seasons and Ritz Carlton but at a more personalized, boutique scale.

The brand's emphasis on sustainability and cutting-edge technology has further appealed to travelers seeking eco-friendly luxury.

The combination of a memorable name, a visually striking identity, and clear messaging about the brand’s unique value proposition has resulted in heightened awareness and bookings. Eri Luxor now stands as a symbol of high-end boutique hospitality, with its name and brand presence leaving a lasting impression on guests.