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Hotel Zessa

Hospitality

DoubleTree Santa Ana collaborated with Tenderling to lead a comprehensive soft-brand for its Orange County property, transforming a flagged hotel into a locally resonant destination. The scope included strategy, naming, visual identity and brand guidelines.

Outline map of North America with a large peach-colored dot marking a location in the southwestern United States, near the west coast.
Modern hotel lobby with abstract rugs, stylish furniture, two large art pieces on the walls, and warm-toned lighting from floor lamps and ceiling fixtures.

Approach

We developed a soft-brand that seamlessly blends DoubleTree’s trusted hospitality with the playful sophistication of Southern California living. This strategy’s result was a cohesive guest experience that drove brand differentiation and elevated the property’s presence in a competitive hospitality market.

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Services Provided

  • Brand Identity
  • Brand Language Development
  • Naming
  • F&B Branding
  • Tone of Voice/Positioning
  • Brand Guidelines
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Three vertical panels in pink, blue, and yellow, each with a central "Z" surrounded by radiating lines and abstract patterns in the background.
Four colorful cookie bags on a white surface; two bags are open showing chocolate chip cookies, and the others are sealed with graphic designs and text.
A woman in an orange dress sits at an outdoor table, holding a spoon and a small cup of dessert, with a bamboo handbag beside her.
A purple hotel key card labeled "Hotel Zessa" and "DoubleTree by Hilton" next to a patterned yellow and orange key card holder on a light blue background.
A modern yoga studio with mats, water bottles, and towels arranged on the floor; a large yellow wall with a red "Z" logo is visible on the left.
Two tall palm trees with fronds spread out against a blue sky with scattered clouds.
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