Client: Accor Group owns several hotel brands among which “IBIS Hotel” is a 2-star economic hotel chain. Every IBIS Hotel is equipped with a 24-hour snack bar. Labbrand was asked to create a powerful brand identity in order to market IBIS Hotel Bar more effectively. The project is to be developed in China and then expanded worldwide.

Case: Accor Ibis Hotel’s snack bar is to be contemporary, innovative, lively, and friendly. Guests should want to spend time in its warm and welcoming environment. The visual and verbal identities should possess a cosmopolitan feel and be easily read by Chinese guests.
Accor Ibis Hotel’s snack bar required an international/ English name, a Chinese name, and the development of a logotype and applications.
Solution: Momento , 舒享吧 [shū xiǎng bā]
A comprehensive evaluation of IBIS bar’s strategic goals led to the creation of a new name expressing the brand benefits and core attributes.
Momento, “a moment in time” in Italian, is a simple, memorable, and engaging name that easily communicates to the consumer. It evocates the idea of pleasant moments shared with friends in a relaxed and comfortable atmosphere.
舒享吧 [shū xiǎng bā] – 舒[shū] for comfort, 享[xiǎng] translating to enjoyment/sharing, and 吧 [bā] for bar – directly evocates the bar attributes. Even though the Chinese name is not phonetically close to the Romanic one, the combination of characters’ tonalities creates a nicely pronounced/heard name. Meanwhile, from an aesthetic point of view, the combination of these three characters gives the name a well-balanced structure and provides several routes for design applications.
In addition to the brand name, Labbrand created the new bar logotype, signature, and corporate applications.