The Challenge

The Oberoi Bengaluru was launching its new all-day restaurant, Lapis.

The opportunity was to create a dining identity that reflected the unique architecture and experience of the space.

The intent was to:

• Create a differentiated all-day dining brand within a luxury hospitality environment
• Build an identity rooted in the restaurant’s seamless relationship with nature
• Reflect The Oberoi’s philosophy of warmth, openness, and gracious hospitality
• Extend the concept beyond naming into a complete branded dining experience
  

It needed to stand apart not just as a restaurant, but as an immersive hospitality expression.

The Approach

The strategy emerged from the defining characteristic of the space. Lapis was partly open-air, partly enclosed, yet designed to evoke the feeling of dining under an open sky. This led to the central brand thought:

Open. By Nature.

The brand was built around openness as both a physical and emotional idea.

As expressed in the philosophy:

• Nature is all-encompassing
• Boundaries dissolve between indoors and outdoors
• Hospitality feels fluid, warm, and welcoming
  
  

Lapis was developed across:

• Naming
• Brand identity
• Tagline development
• Menu design systems
• Guest touchpoints
• Launch communication
• Post-launch digital and print engagement

The Big Idea

Open. By Nature.

Lapis was positioned as:

• A contemporary all-day dining experience inspired by openness
• A seamless interplay between architecture, nature, and hospitality
• A dining destination where interiors echo the outdoors
• An expression of The Oberoi’s welcoming spirit

Bringing It to Life

1.Brand Identity

A visual language inspired by openness, elegance, and fluidity.

Built through:

• Naming rooted in refinement
• Sophisticated logo design
• Spatially inspired visual motifs
• Premium dining collateral systems

2.Experience Design

The idea extended across the guest journey:

• Breakfast and all-day menu systems
• Buffet communication
• Table touchpoints
• Carry bags and branded collateral

Creating a cohesive dining experience.

3.Launch Communication

The launch narrative invited guests into the Lapis philosophy. Through teaser and launch messaging built around discovery, nature, and openness. Including experiential storytelling that introduced not just a restaurant, but a mood.

The Outcome

Lapis became more than an all-day restaurant. It became a thoughtfully branded hospitality experience where architecture, nature, and The Oberoi’s philosophy came together under one distinctive idea:

Open. By Nature.