Boasting a staggering value of $820 billion and annual growth of 18%, food tourism is rapidly becoming a dominant force in the global tourism industry. Excluding delivery apps and travel guides such as Deliveroo and TripAdvisor, few global hotel brands have centralised their F&B outlets into a single directory.

Identifying this gap, in 2018 Marriott International decided to launch an interactive website exclusively dedicated to its diverse range of MEA-based F&B outlets. From lobby lounges to Michelin-starred establishments, our task was to design the website and visual identity for Marriott’s innovative F&B directory; "More Cravings by Marriott Bonvoy".

What started as a visual identity and website project evolved into an extensive brief that would draw on our entire team's combined expertise and knowledge. Through a brand strategy exercise, the brand's purpose, positioning, and tagline was defined, followed by its distinctive tone of voice - personal, passionate, and playful - with qualities diverse enough to span an audience of casual diners to fine-dining connoisseurs.

The visual identity adapted seamlessly across digital and print campaigns, ensuring maximum impact across multiple touchpoints. Recognising More Cravings as a multi-sensory experience, a bespoke mnemonic for broadcast on radio, digital and social media platforms was created, playing a pivotal role in leaving an auditory brand imprint in the minds of listeners.

Beyond screens and magazines, we designed and built a More Cravings stand that was featured at popular events, including the famous Taste of Dubai. This transformed the brand from digital to the physical and resultingly saw an uptick in Marriott Bonvoy loyalty programme enrolment.

More Cravings surpassed its initial scope as a website showcasing 320 dining outlets in the Middle East and Africa, expanding its reach into Europe with a new, robust app boasting over 800 outlets. A true testament to its growing influence and appeal.

During the creation of the activation stand for Taste of Dubai, our team worked meticulously to match the brand's distinctive grapefruit colour in an effort to ‘paint the town grapefruit’. Plush carpet, an oversized dining scene photo opportunity, popcorn boxes and signature beverage - every detail flawlessly synchronised.