Leading design company Brandimage teams up with Accor in China for the creation of Mei Jue

Created by Brandimage, Accor has launched ‘Mei Jue’, an adaptation of its Grand Mercure brand, tailored specifically for the Chinese market.

The new Grand Mercure brand symbol builds on the brand heritage through the M symbol, while blending harmoniously with its Chinese spirit and style.

Brandimage worked in close partnership with the Accor Asia Pacific team as well as the Paris headquarter team through two successive workshops to readapt the brand attributes and personality to deliver a relevant and powerful message to Chinese customers.

Known in Chinese as ‘Mei Jue’, the new identity has been designed to appeal to upscale consumers, and be as recognizable to Chinese guests as the Mercure hotel brand is to travelers around the world.

“Mei Jue is an adaptation of Grand Mercure to the Chinese market,” noted Gregoire Champetier, Chief Marketing Officer of Accor. “It has been tailored to meet the needs of Chinese customers. The hotels are also places of amusement to them, we can organize family events (like weddings), dinners for small groups in private dining rooms for them … This is a place of social life.”

By 2015 there will be 65 Mei Jue branded hotels in China, all offering genuine experiences of local culture and character.