Pentagram and All of Us collaborate on resort rebrand

Pentagram Design and All of Us are collaborating on the relaunch of Mauritian luxury hotel resort Le Touessrok this week.

The rebrand follows the resort’s departure from the One & Only hotel chain, which Pentagram also helped to design.

Pentagram partner John Rushworth says that, after the recent management changes at Le Touessrok, his consultancy’s strategy was to make the hotel a standalone, one- off resort.

Rushworth adds, ‘The branding was about taking something that had been part of a group and making an advantage out of it being on its own.’

The branding, says Rushworth, was helped by the fact that Le Touessrok is the most contemporary resort in the region.

A new website for the Sun Resorts-owned hotel has been designed by All of Us, after the consultancy was brought in by Pentagram as part of the rebranding strategy. All of Us was appointed in June last year, following a credentials presentation.

All of Us art director Simon Sankarayya says that the group’s brief was to make a lot of content easily digestible, while keeping the luxury feel of the resort.

He says, ‘The website had to be simple because the type of people who book holidays like this aren’t likely to have a lot of time to play with hi-tech functions.’

He explains that a traditional website structure has been used, where the navigation system is about functionality, and the gallery and site map are straightforward, rather than trying to break new ground.

The site also features the fashion-style photography of Graeme Montgomery, which is part of Pentagram’s relaunch campaign for the hotel.

The site includes sections on the resort, the golf course, the spa and a bookings and enquiries section. It can be accessed in French and English.

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