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Pulling from the past for a brighter future

If there is any one single characteristic and attribute of a brand that provides sustainable competitive advantage, it is heritage. We all know, buy, and experience brands that have a great heritage. For some of us, it is Mercedes, Sony or Disney. For others, it is McDonalds, Heineken or Gucci.

What makes these brands great, what they all have in common, is that they have had the time to build a meaningful and relevant past. Heritage is born in, and nurtured, over time. It speaks of status, character, social class, and a history. It speaks of a traditional way of life that is of value to present and future generations. It speaks of inheritance, of shared experiences, and of a common history. For the Fontainebleau, the brand story is about glamour, luxe and happy times well spent with family and friends. These memories stand the test of time.

Using this understanding, the Square One Team inspired by vintage travel posters and resurrecting the hotel’s original logo, developed “Vintage Bleau”, a standalone sub brand for the Fontainebleau that speaks of its glorious past in a crisp, meaningful, relevant, and memorable narrative.