Club Med has announced the official launch of a new concept, Joyview by Club Med, offering Chinese urban consumers a chance to experience premium short holidays in China.
Labbrand, a China-originated global brand consultancy, worked closely with Club Med to create the new brand. Based on consumer insights, Labbrand developed brand positioning and a brand architecture strategy, as well as brand signature (logo), visual identity system and the new brand’s Chinese and English names.
“The inviting brand name ‘Joyview‘ calls people to immerse in the great natural landscape and share the joy with their loved ones,” said Amanda Liu, VP & Creative Director at Labbrand.
Joyview by Club Med provides premium short holiday retreats within 2-3 hours’ drive from major cities, in the belief that holidays spent out in nature add more color to life.
Joyview by Club Med is currently developing two resorts at Changli Gold Coast in Qinhuangdao and at Anji, Zhejiang Province, to bring unique offerings to China’s holiday resort market. It plans to develop more resorts in China in the future.
