EquipHotel is a not-to-be-missed event for all players in the hotel and catering industry. The historic show aims to become a more inspiring and premium player. To the famous question to be or not to be? We decided to keep the brand name, given its notoriety, even though it doesn't cover all its targets and refers to a functional register. All this, with a new, meaningful and elegant visual identity.

EquipHotel is the host for the hosts. To better represent the profession, we drew inspiration from the code of the hospitality sector. The result is a monogram, a symbol of refinement found in all major hotels (including the Grand Budapest). The monogram can be opened to accommodate visuals or other objects presented at the show, embodying the new positioning of the 'Home of Hospitality' brand.

This new positioning was used as a launch pad to create a hotel-like experience at the show. From the restaurant menu version of the conference program to the messages on the toilet soaps, we pushed the brand to embody the art of hospitality so dear to the profession by rethinking every detail.

We also designed a communication featuring visuals of objects characteristic of hospitality. With this new identity, the brand enhances its image and erases the down-to-earth aspect of its name. It sets itself apart from other trade shows by offering a singular experience, and draws closer to its audiences by sharing with them a taste for savoir recevoir.