Vinille’s challenge was to create a brand identity adoption that tied in Mercure’s brand and Accor Hotel chain brands together, and connected the location’s heritage to its new future as a modern business international destination. Wisher Enterprise who owns the franchise of the hotel Mercure Riga Centre, hired vinille for a fast and high quality work to implement the brand activation within a short timeline. The launch of the brand took 3 months and conquered its position between the urbanised, high-speed city and the dynamic surroundings of the Central Station of Riga.

Vinille worked closely on the project with the Wisher Enterprise board members, including the CEO. After naming the development and brand structure, vinille developed a brand narrative and tone of voice that lead with the statement “Business and Leisure in a city of inspirations”, solidifying Mercure Riga Centre to create a space that fits the needs of its visitors and residents. The wordmarks of Mercure Riga Center are derived from the bespoke typographic style. The core version of the typeface is used by the overarching Mercure brand and is a modern art style with detailing that exposes an underlying modularity. The patterns were implemented in a brand element to add geometrical depth and dynamism to visuals when needed, coupled with animation behaviours that allow each of them to be subtly expressive on digital platforms.

A classical hotel visual identity solution is implemented and adopted to represent the formal view. This is achieved through global brand guidelines. The informal is conveyed through a series of abstract paintings of the Riga’s famous streets, together with a material palette of pastel colors.