Kuwait Hotels Company (KHC) is a member of the KIPCO Group, one of the biggest diversified holding companies in the Middle East and North Africa. KHC is the mother company to Safir International Hotel Management, Kuwait Catering Company, Safat Catering Services Company, and Cake & Bake. FITCH was to create a brand identity and architecture for KHC and its subsidiary brands that would reflect its position as one of the leading companies in providing first-class hospitality services within Kuwait and the Middle East.
FITCH sought to incorporate a local aesthetic to the international standards that sets KHC apart, while reflecting its corporate values of quality, service, professionalism and transparency.
FITCH created a charismatic symbol inspired by the hoopoe, a bird native to Kuwait, reflecting a sense of lightness and energy, and an open-winged warm welcome. Its new brand mark presents a lively and dynamic structure that flows over its brand language, engaging the audience with dynamism and confidence, and balancing the company’s emotive side with a confident business tone.