Thavorn Beach Village Resort

The significance forgotten

Thavorn Beach Village Resort, the first five-star, full-service resort in Phuket, which has featured in the vacation scene of this island city for over 25 years. It is well-regarded and remembered for initiating the aspiration for Phuket to be a touristic city. Throughout its influential time, the resort provided hospitality for the country’s guests and prominent people. Despite its high standing, the resort had imperceptibly been thought of as old and obsolete, with little of its historic value retold to the young generation. Being less known and relevant to today’s market, Thavorn Beach Village Resort suffered a low occupancy of Thai travelers. The objective of this rebranding aiming to contemporize its image, regain its reputation and enticement among Thai travel aesthetes.

Metamorphosing the value and the uniqueness

Assessing this retreat complex and interviewing the owner, the 4th generation heir of Thavornwongwongse family, one of Phuket’s founding clans, We saw three main attributes to the value of this resort. Essentially, Thavorn, the hotel group that owns Thavorn Beach Village Resort, is the first hotel group in Phuket that offers full-service heritage hospitality. Secondly and equally important is the resort’s evergreen nature environing the entire resort ecosystem. In truth, the complex is perfectly hinged on beautifully stretched private sand beach, leaning against a tree-filled mountain and clustered with botanical gardens and lagoons. The third attribute is the exquisite Thai craftsmanship in sculptures and stuccoes inspired by Thai literature, which decorate every corner of the holiday structures. These three attributes to value were incorporated in our approach in designing the new identity for Thavorn Beach Village Resort brand. This new identity would communicate the resort’s value in a cutting-edge resonance, whilst safeguarding the look and feel of the brand legacy. 

The challenge of this assignment was on how we could alter the attitude of Thai people toward the brand; how to make them feel that Thainess could be as faddish and charming as those modernist lodgings sprawling the town. We started with reconsidering the name of the resort “Thavorn” which conveyed a sense of antiquity and outdatedness to many Thais’ perception. We made the most careful upgrading that could cause the least possible change to the brand’s name. In the end, we believe “The Thavorn” is the name that could maintain the original brand awareness, at the same time, connotes the great sense of international, cultured and modern personality of the place. The new logo was fabricated to correspond to the three value attributes. The logomark is an outline of a tropical leaf curled to a form of Thai number one, making known the resort’s status as the first in Phuket and the patron of nature. The logotype is a modification of ancient Thai scripture, specially invented for “The Thavorn” and pronouncing the unique Thai craftsmanship.

Achievement beyond expected

After launching the new corporate identity and the changes in service touchpoints, The Thavorn Beach Village Resort has received more positive responses from its Thai targets, with evidently growing number of Thai vacationers. The brand rejuvenation did not only improve the awareness among the Thai customer segment, it has also helped attracting larger number of foreign guests, resulting in the highest occupancy rate at the resort since its opening day. The Thavorn Beach Village Resort has since then gathered several awards nationally and internationally. Simplisis is proud to be at the starting point of the brand’s resurrection, elevating creatively its status in the competitive tourism environment while still continuing the original value and the quintessentially Thai integrity.

Read the story

The significance forgotten

Thavorn Beach Village Resort, the first five-star, full-service resort in Phuket, which has featured in the vacation scene of this island city for over 25 years. It is well-regarded and remembered for initiating the aspiration for Phuket to be a touristic city. Throughout its influential time, the resort provided hospitality for the country’s guests and prominent people. Despite its high standing, the resort had imperceptibly been thought of as old and obsolete, with little of its historic value retold to the young generation. Being less known and relevant to today’s market, Thavorn Beach Village Resort suffered a low occupancy of Thai travelers. The objective of this rebranding aiming to contemporize its image, regain its reputation and enticement among Thai travel aesthetes.

Metamorphosing the value and the uniqueness

Assessing this retreat complex and interviewing the owner, the 4th generation heir of Thavornwongwongse family, one of Phuket’s founding clans, We saw three main attributes to the value of this resort. Essentially, Thavorn, the hotel group that owns Thavorn Beach Village Resort, is the first hotel group in Phuket that offers full-service heritage hospitality. Secondly and equally important is the resort’s evergreen nature environing the entire resort ecosystem. In truth, the complex is perfectly hinged on beautifully stretched private sand beach, leaning against a tree-filled mountain and clustered with botanical gardens and lagoons. The third attribute is the exquisite Thai craftsmanship in sculptures and stuccoes inspired by Thai literature, which decorate every corner of the holiday structures. These three attributes to value were incorporated in our approach in designing the new identity for Thavorn Beach Village Resort brand. This new identity would communicate the resort’s value in a cutting-edge resonance, whilst safeguarding the look and feel of the brand legacy. 

The challenge of this assignment was on how we could alter the attitude of Thai people toward the brand; how to make them feel that Thainess could be as faddish and charming as those modernist lodgings sprawling the town. We started with reconsidering the name of the resort “Thavorn” which conveyed a sense of antiquity and outdatedness to many Thais’ perception. We made the most careful upgrading that could cause the least possible change to the brand’s name. In the end, we believe “The Thavorn” is the name that could maintain the original brand awareness, at the same time, connotes the great sense of international, cultured and modern personality of the place. The new logo was fabricated to correspond to the three value attributes. The logomark is an outline of a tropical leaf curled to a form of Thai number one, making known the resort’s status as the first in Phuket and the patron of nature. The logotype is a modification of ancient Thai scripture, specially invented for “The Thavorn” and pronouncing the unique Thai craftsmanship.

Achievement beyond expected

After launching the new corporate identity and the changes in service touchpoints, The Thavorn Beach Village Resort has received more positive responses from its Thai targets, with evidently growing number of Thai vacationers. The brand rejuvenation did not only improve the awareness among the Thai customer segment, it has also helped attracting larger number of foreign guests, resulting in the highest occupancy rate at the resort since its opening day. The Thavorn Beach Village Resort has since then gathered several awards nationally and internationally. Simplisis is proud to be at the starting point of the brand’s resurrection, elevating creatively its status in the competitive tourism environment while still continuing the original value and the quintessentially Thai integrity.

2016
The Thavorn | Rebranding | Simplisis | Branding | Phuket | Creative | Design
The Thavorn | Rebranding | Simplisis | Branding | Phuket | Creative | Design

Award Winner | The Thavorn | Rebranding | Simplisis | Branding | Phuket | Creative | Design

The Thavorn | Rebranding | Simplisis | Branding | Phuket | Creative | Design
Graphics Element | The Thavorn | Rebranding | Simplisis | Branding | Phuket | Creative | Design
Stationary | The Thavorn | Rebranding | Simplisis | Branding | Phuket | Creative | Design
Stationary | The Thavorn | Rebranding | Simplisis | Branding | Phuket | Creative | Design
Amenity | The Thavorn | Rebranding | Simplisis | Branding | Phuket | Creative | Design
Menu | The Thavorn | Rebranding | Simplisis | Branding | Phuket | Creative | Design
Map | The Thavorn | Rebranding | Simplisis | Branding | Phuket | Creative | Design
Website | The Thavorn | Rebranding | Simplisis | Branding | Phuket | Creative | Design
Uniform | The Thavorn | Rebranding | Simplisis | Branding | Phuket | Creative | Design
Vehicle | The Thavorn | Rebranding | Simplisis | Branding | Phuket | Creative | Design
Signage | The Thavorn | Rebranding | Simplisis | Branding | Phuket | Creative | Design

After launching our rebranding project, we experienced results that exceeded our expectations. Despite our prime location, excellent facilities, and unique sculptures, sustaining success in Phuket’s competitive market required more. The rebranding transformed our brand identity, enhancing our image to appear more classy and elegant—crucial in today’s digital age. Within three years, our business grew nearly 100 million Baht, with 2017 marking our highest sales and profits in over 60 years. While the rebranding was key, success also relied on strategic PR, operations, and management. Simplisis Design Studio played a crucial role in setting us on this successful path.

– Lert Thavornwongwongse, Corporate Executive Director, The Thavorn Beach Village Resort

What we did
Brand Strategy
Customer Experience
Corporate Identity
Brand Collaterals
Naming
Logomark

Related projects

Maiton Island
The latent value unearthed
Future Bright
Renewable Revolution