A short piece of language that is designed to encapsulate the core idea at the heart of the brand and inform all facets of the brand experience.
Internally it should act as a compass for decision-making
Externally it should inform how our brand shows up
A brand proposition is not a tagline. It is designed to provide the necessary strategic and creative guidance for our teams to execute effective communications and experiences for the brand. That said, there’s no issue in using our new proposition externally, for example, within copy on our website or through our social channels.
Awe together
A sense of wonder and amazement about what we’re experiencing
When experiencing awe, we tend to feel a cascade of other positive emotions such as joy and gratitude, which are linked to greater health and well-being.
Ready for something different?
Find your place in the tribe
Sharing the awe of the unseen, the allure of the unusual,
The thrill of the unexpected
United, bonded,
Finding purpose, finding ourselves
Or simply catching a break
This is no filter, full experience
Whatever you’re craving:
Try your hand at traditional Muay Thai,
Lose yourself in Japanese karaoke,
Go on a street food quest,
Or work up a sweat at a dance contest,
Learn the local slang,
Get blessed by a Buddhist monk,
A vibrant mix of creative adventurers
Open to everything
Lub d connects you to awe-inspiring locations and curious travellers:
A close-knit community ready to welcome you, whatever your story
Join the tribe… experience Awe Together.
Our traits inform how we activate and express the Lub d brand through every interaction. Our traits inform our brand identity (think photography, colour, etc) how we speak (our tone of voice) as well as how we deliver service to our guests.
We forge lasting bonds through unforgettable experiences.
We create spaces and experiences that naturally bring like-minded people together.
We celebrate this belonging through moments from pre-arrival to departure.
We bring a sense of joy to all that we do.
We bring experiences to life for our guests with a spark of Lub d creative joy.
Our playful spirit means we try big, bold and fresh ideas for the fun of it.
We unite our guests through curiosity.
We open their eyes to the magic of the unseen, the allure of the hidden, and the thrill of the undiscovered in each location.
To ensure consistency and brand integrity, please adhere to our Brand Guidelines. For more comprehensive information and resources, visit our main website at lubd.com.
