The Hans Group is one of Delhi’s oldest developers and hoteliers. With three hotels in Delhi, Puri and Gurgaon, each with a different personality, the brand was facing dilution. Illum united the three hotels under one powerful umbrella, by adding the prefix Hans to each hotel. The positioning was clearly defined in the upper segment of the hospitality industry. A sharp and bold brand language was designed to reflect the statuesque structure of the flagship hotel, the renovated interiors and the modern, receptive attitude of the management. The branding was carried forward to the F&B concepts within the hotel – Kaffa and Caramelo.