With product brochure and gift designs, communicating the functions and unique features of the theme park in one clear, coherent package to the consumers becomes one important challenge.

Solution

Under the tenant of the global brand guidelines, we expanded into the brand’s products and personality to create a brand icon that guests can recognize. Using the color blue which informs PVCP Group’s corporate identity, and the circle shape to express the “fusion” between china and the exterior world, while considering Sunpark’s interior design and the natural environment, and the diverse lifestyle it includes; treehouses, ski resort — creates a fresh perspective on the company’s corporate identity system. In designing the theme park’s logo, integrating its name and the family/community tone of voice into the design language, a bright color scheme was chosen, along with the image of the sunflower, to create a lighthearted, dynamic, bright disposition. For the product brochure design, considering the target audience are professionals who have had considerable experiences with hoteliers, a pop-up book style brochure was created to convey the theme park’s overall look and feel to create a fresh, interesting and accessible context for the public. 

Result

On first contact with the corporate and brand identity, this brand, fresh in the Chinese market, offered the public a direct, and precise presentation of its brand image. The brand’s offerings have also received numerous positive feedback.

Background

The HNA Tourism Group and France’s PVCP (Pierre et Vacances-Center Parcs) Group created a joint venture named HNA PV Tourism Company Limited, and delivered an important joint product —  a summer holiday resort under the Sunparks brand. In China, the PVCP Group has decided to adopt the European Center Parcs model that they have been renowned for 50 years for, on the Sunparks brand, which evokes holidays, sunny destinations and a return to basics in a natural environment for Chinese customers. At the same time, this one-stop destination will become a prime option for organizations looking for team building opportunities. This holiday resort can be easily accessed from major cities including Beijing, Tianjin, Shanghai, and Nanjing (all within 2-4 hours of transportation by care), while still offering the unique scenery of nature. The holiday resort area encompasses bungalows and condominiums, including unique features such as treehouses, ‘boat homes’, and tens of entertainment facilities that cater to a range of age groups, and centers on a large indoor heated water theme park so that guests can relax within the environment while having amusement options at once. BEAMY was approached to create a consistent brand image, from the brand’s corporate identity system to its publicity material. 

Challenges

The proposition of the theme park speaks not only to a particular group of individuals, but encourages different age groups to seek their own amusement within the grounds itself. Integrating this inclusiveness from a design standpoint to convey the range of amenities that the park has to offer to this highly diverse age group, is the key challenge.

At the same time, as the park is opened to the public all year, and it has to ensure that guests consistently enjoy its offerings throughout the different seasons and weather changes.

Scope 

Corporate Identity System, Brand Identity System, Brand Collateral, Copywriting, Product Brochure Design

Background

 The HNA Tourism Group and France’s PVCP (Pierre et Vacances-Center Parcs) Group created a joint venture named HNA PV Tourism Company Limited, and created an important joint product —  a summer holiday resort under the Sunparks brand. In China, the PVCP Group has decided to adopt the European Center Parcs model that they have been renowned for 50 years for, on the Sunparks brand, which evokes holidays, sunny destinations and a return to basics in a natural environment for Chinese customers. We were approached to create a consistent brand image, from the brand’s corporate identity system to its publicity material. 

Challenges

The proposition of the theme park speaks not only to a particular group of individuals, but encourages different age groups to seek their own amusement within the grounds itself. Integrating this inclusiveness from a design standpoint to convey the range of amenities that the park has to offer to this highly diverse age group, is the key challenge. At the same time, as the park is opened to the public all year, and it has to ensure that guests consistently enjoy its offerings throughout the different seasons and weather changes.

Solution

Under the tenant of the global brand guidelines, we expanded into the brand’s products and personality to create a brand icon that guests can recognize. Integrating its name and the family/community tone of voice into the design language, a bright color scheme was chosen, along with the image of the sunflower, to create a lighthearted, dynamic, bright disposition. For the product brochure design, considering the target audience are professionals who have had considerable experiences with hoteliers, a pop-up book style brochure was created to convey the theme park’s overall look and feel to create a fresh, interesting and accessible context for the public. 

Result

On first contact with the corporate and brand identity, this brand, fresh in the Chinese market, offered the public a direct, and precise presentation of its brand image. 

Background:

The HNA Tourism Group and France’s PVCP (Pierre et Vacances-Center Parcs) Group created a joint venture named HNA PV Tourism Company Limited, and delivered an important joint product —  a summer holiday resort under the Sunparks brand. In China, the PVCP Group has decided to adopt the European Center Parcs model that they have been renowned for 50 years for, on the Sunparks brand, which evokes holidays, sunny destinations and a return to basics in a natural environment for Chinese customers. At the same time, this one-stop destination will become a prime option for organizations looking for team building opportunities. This holiday resort can be easily accessed from major cities including Beijing, Tianjin, Shanghai, and Nanjing (all within 2-4 hours of transportation by care), while still offering the unique scenery of nature. The holiday resort area encompasses bungalows and condominiums, including unique features such as treehouses, ‘boat homes’, and tens of entertainment facilities that cater to a range of age groups, and centers on a large indoor heated water theme park so that guests can relax within the environment while having amusement options at once. BEAMY was approached to create a consistent brand image, from the brand’s corporate identity system to its publicity material. 

Challenges:

The proposition of the theme park speaks not only to a particular group of individuals, but encourages different age groups to seek their own amusement within the grounds itself. Integrating this inclusiveness from a design standpoint to convey the range of amenities that the park has to offer to this highly diverse age group, is the key challenge. At the same time, as the park is opened to the public all year, and it has to ensure that guests consistently enjoy its offerings throughout the different seasons and weather changes. With product brochure and gift designs, communicating the functions and unique features of the theme park in one clear, coherent package to the consumers becomes one important challenge.

Background

The HNA Tourism Group and France’s PVCP (Pierre et Vacances-Center Parcs) Group created a joint venture named HNA PV Tourism Company Limited, and delivered an important joint product —  a summer holiday resort under the Sunparks brand. In China, the PVCP Group has decided to adopt the European Center Parcs model that they have been renowned for 50 years for, on the Sunparks brand, which evokes holidays, sunny destinations and a return to basics in a natural environment for Chinese customers. At the same time, this one-stop destination will become a prime option for organizations looking for team building opportunities. This holiday resort can be easily accessed from major cities including Beijing, Tianjin, Shanghai, and Nanjing (all within 2-4 hours of transportation by care), while still offering the unique scenery of nature. The holiday resort area encompasses bungalows and condominiums, including unique features such as treehouses, ‘boat homes’, and tens of entertainment facilities that cater to a range of age groups, and centers on a large indoor heated water theme park so that guests can relax within the environment while having amusement options at once. BEAMY was approached to create a consistent brand image, from the brand’s corporate identity system to its publicity material. 

Challenges

The proposition of the theme park speaks not only to a particular group of individuals, but encourages different age groups to seek their own amusement within the grounds itself. Integrating this inclusiveness from a design standpoint to convey the range of amenities that the park has to offer to this highly diverse age group, is the key challenge. At the same time, as the park is opened to the public all year, and it has to ensure that guests consistently enjoy its offerings throughout the different seasons and weather changes. For product brochure and gift design, communicating the functions and unique features of the theme park in one clear, coherent package to the consumers becomes one important challenge.

Solution

Under the tenant of the global brand guidelines, we expanded into the brand’s products and personality to create a brand icon that guests can recognize. Using the color blue which informs PVCP Group’s corporate identity, and the circle shape to express the “fusion” between china and the exterior world, while considering Sunpark’s interior design and the natural environment, and the diverse lifestyle it includes; treehouses, ski resort — creates a fresh perspective on the company’s corporate identity system. In designing the theme park’s logo, integrating its name and the family/community tone of voice into the design language, a bright color scheme was chosen, along with the image of the sunflower, to create a lighthearted, dynamic, bright disposition. For the product brochure design, considering the target audience are professionals who have had considerable experiences with hoteliers, a pop-up book style brochure was created to convey the theme park’s overall look and feel to create a fresh, interesting and accessible context for the public.  

Result

On first contact with the corporate and brand identity, this brand, fresh in the Chinese market, offered the public a direct, and precise presentation of its brand image. The brand’s offerings have also received numerous positive feedback.