Introducing the new Narai Hospitality Group brand

The origins of Narai Hospitality Group stretch back to 1968, when The Narai Hotel became a prominent landmark on Bangkok’s Silom Road. At 500 rooms, it was by far the biggest and grandest hotel the nation had seen, making an iconic mark on the city’s skyline and social scene for over 50 years.

It became known as a hotel of many firsts: Thailand’s first 360-degree rotating restaurant, one of the country’s earliest Italian restaurants, and one of the first international buffet venues in Thailand. It set forth a tradition of breaking new ground in the hospitality industry.

The success of this iconic hotel paved the way for new opportunities, enabling the group to open additional hotels, expand into new segments, and venture into new geographies.

The group has grown to become a significant player in Thailand’s hospitality industry. Yet, despite its success, the Narai Hospitality Group brand has remained relatively unknown. While its hotels and properties have become well-recognised, and in the case of Narai Hotel — iconic — the group brand has always played a more subtle role.

While this strategy has served the group well to date, our ambitious growth targets for the next 3-5 years demand a clearer and more confident articulation of who we are and what we do.

That’s why today we’re delighted to launch the new Narai Hospitality Group brand.

One of the key objectives of the new brand is to clearly communicate the full breadth of our offerings. While we’re most known for The Narai Hotel, our investments have diversified significantly in recent years to include additional brands we own and operate, the operation of renowned third-party properties, and investments in real estate across multiple locations.

Our new brand clearly states our role as brand builders, hotel operators, and real estate investors, providing clarity and depth into the full scale of our operations.

The next challenge was to determine what the group truly stands for and how we can express that compellingly to our key audiences. Through various conversations with group leadership, we identified two simple beliefs that underpin who we are and how we operate:

These two beliefs reflect both where we’ve come from and where we’re headed.

This led us to the core idea of ‘Future Generation’, an understanding that true value is not measured in days but in decades. Each decision we make and every new idea we introduce must contribute to future generations.

This focus on the positive impact we seek to make on the communities in which we operate and our desire to create a genuine legacy with each of our projects feels truly reflective of both the history of the group and our future direction.

To bring this story to life compellingly, we worked with a recently-established design agency from the UK — Lucky Dip

At the core of our new identity is the iconic Narai symbol. Inspired by a version of the icon found in our archives, our logo represents both our history and our future. By combining unique typography with an iconic marque, we’ve created a logo that can be used flexibly, remains recognisable, and stands the test of time.

The broader brand system is built on the concept of transforming innovative ideas into legacies built to last, turning vision into reality.

Our brand is inspired by this transformation, with an identity that moves between 2D and 3D, mimicking the dimension in our logo.

Our colour palette retains cues from the original Narai Hotel brand, supplementing it with a mixture of rich and warm colours inspired by our welcoming nature.

“Working with a brand that has a rich history like the Narai Hospitality Group is rare. Getting a chance to dig through their archives and understand their journey.”

“This project was a chance to celebrate all that history whilst communicating the ambitious future of the business.

We’ve reimagined the Narai Hospitality Group brand to do two things; embrace the iconic badge of Narai and its legacy, and demonstrate how they turn innovative ideas into reality. We created a new identity that seamlessly moves between 2D and 3D, visualising their commitment to serving future generations.”

Katie Cadwell – Creative Director at Lucky Dip

The overall system feels modern yet born from our heritage; sophisticated yet approachable. It also reflects the genuine soul of this company — something we seek to weave through every one of the diverse experiences we create.

Our new brand system conveys the professionalism and sophistication that our old identity lacked. It clarifies what we do as a business and communicates the breadth of our portfolio. And it gives a sense of what it’s like to work with Narai Hospitality Group — as a partner or employee.

The rich and genuine history of this group is something we’re exceptionally proud of and has ultimately led us to where we stand today. We have a new brand that pays respectful homage to this narrative while laying a strong foundation for the visionary journey we’re undertaking in the years to come. 

We’re proud to present the new Narai Hospitality Group to the world.