Hotel Okura Amsterdam

Brand Strategy




A renowned corporate travel and conferencing venue, the luxurious Japanese-owned Hotel Okura Amsterdam required a clearer brand story and redefined brand positioning to help them appeal to and connect with leisure travellers.

Studio Black Tomato was brought in for a two-day branding workshop with senior management to pinpoint the unique essence of the hotel and how this should inform their positioning. We translated our findings into practical Brand Identity Guidelines to help Hotel Okura Amsterdam live by their new positioning, whilst still adhering to strict branding rules set by their Japanese parent brand, Okura Hotels & Resorts. The new positioning was further brought to life through supporting marketing assets provided by Studio Black Tomato: a beautiful brand video and a hotel photography shoot.