A leading Pan-African hospitality group.
After serving as branding agency to Onomo Hotels for several years, Kandi was invited to help structure the group’s brand hierarchy and develop a new premium hotel brand.
While Onomo expands its portfolio across Africa, the business identified the opportunity to introduce a distinct premium hospitality brand that would complement its existing offering while appealing to a new traveller. As a result, Onomo Allure, a 4-star lifestyle hotel brand designed to elevate the guest experience through contemporary African design, culture and exceptional hospitality was born.
Our role included brand strategy, premium hotel brand positioning, naming, logo and visual identity development as well as the creation of a scalable brand system to support future growth.
Client
Onomo Hotels
Industry
Hospitality
Project
Branding
Services
Brand discovery
Brand architecture
Brand strategy
Naming
Messaging
Logo design
Visual identity design
Brand guidelines
Brand launch and roll out
Challenge
Anchored in Onomo’s brand pillars.
The challenge was to establish Onomo Allure as a premium hospitality brand while maintaining a strong connection to the wider Onomo family. The new brand needed to feel elevated and aspirational without losing the warmth, authenticity and cultural richness that define the group’s identity.
Therefore, developing a distinctive premium hotel brand positioning, visual language and guest experience required careful consideration of how the new brand would sit within the group’s portfolio, while clearly differentiating itself from Onomo Hotels.
Discovery
Defining the future of premium African hospitality.
Kandi worked closely with Onomo’s senior stakeholders and management team through a series of workshops and strategy sessions. This covered brand architecture options, positioning, and naming for this new premium offering. As a result, these sessions aligned leadership around a shared vision and surfaced the brand-building insights that would shape Onomo Allure’s premium positioning.
Furthermore, naming formed an important part of the process. Nearly 100 potential names were explored before a shortlist of five was evaluated against strategic criteria, ultimately leading to the selection of Onomo Allure.
Identity
The best of modern Africa.
The visual identity was designed to embody refined comfort, contemporary upscale amenities and authentic African lifestyle experiences.
From the logo and typography to the photography style, messaging framework and colour palette, every element was developed to express a confident, sophisticated brand rooted in modern Africa. Furthermore, the identity balances premium hospitality with warmth and cultural authenticity, reflecting Onomo’s core brand pillars of Smile, Nomadism and Culture.
Ultimately, the result is a flexible and recognisable brand that delivers a consistent guest experience while celebrating the creativity, diversity and energy of the continent.
Brand roll-out
Bringing the premium hotel brand positioning to life.
To support the launch of Onomo Allure, we developed comprehensive brand guidelines and implementation tools to ensure consistency across every guest touchpoint.
Applications included hotel signage, front-of-house applications, guest room collateral, corporate stationery, presentation templates and launch marketing assets. Kandi also supported the initial social media campaign and continues to provide strategic branding and marketing support across the growing portfolio.
Today, Onomo Allure hotels are welcoming guests in Abidjan and Abuja, providing a strong foundation for the continued expansion of Onomo’s premium hospitality offering across Africa.
