New corporate design – “The brand should work in every other city in the world.”
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The Dots Group has given itself a new corporate design so that it can also be successful internationally. The culinary offerings are uniformly subsumed under the Dots brand and the USP in the claim “Eat.Drink.Dance.Repeat.” simplified to the point. All restaurants and clubs are given uniform location names, for example Dots in Brunnerhof becomes Dots Nussdorf and “One of One” becomes Dots Palais. The delicatessen manufacturer Newman appears as Dots Manufaktur and soon the new restaurant and bar concept will open up as Dots At The Leo Grand.
New brand design and noble logo
On the new website, the businesses of the Dots Group are grouped together for the first time and can be booked centrally. Entrepreneur Martin Ho hired an international creative team led by star photographer Michel Comte to redesign the entire brand image. The new corporate design is a joint development by Thomas May with the in-house agency Score 54 of the Dots Group, which also publishes the magazine Perfect Eagle, Sammy Zayed (Tatendrang), the agency Haider Zotti and the renowned food photographer Thomas Schauer, whose optical signature was already found in the book Dots Cooking.
“The Dots Group is committed to international standards in quality, service, entertainment and hospitality. The team around Michelle Comte, with whom I have been exchanging ideas on design and architecture for over ten years, has poured the values of our brand into a meaningful design, with which we now also compete visually on an international level and benefit from a high level of recognition in all Asian restaurants through the graphic implementation of our values,” says Martin Ho
“The new, clear and elaborate brand design supports our expansion plans. New locations can be easily integrated into the Dots Group thanks to the new brand concept. The high quality and service standards of the Dots Group will be expressed uniformly in the future and offer our guests a consistent brand experience.” , so Ho.
“Party stays party”
Everything that is purely a party stays, such as the Pratersauna in Vienna or the Take Five in Kitzbühel – “it would also be absurd to attack this prestigious name with the image as one of the best clubs in Europe,” says Ho zum Horizon. In the interview, he also announced a major globalization offensive in the fall, during which he and international partners would place the Dots brand in major cities for the first time: Miami, New York, London, Dubai, Hong Kong and Kitzbühel are on the agenda. (jw)
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