The brand JO&JOE reconnects hospitality with the complex and eclectic target group of millennials, who tend to associate hotels with boredom. To cater to this wide population, AccorHotels invented a new breed of hospitality: JO&JOE, a hybrid place in between a bar, restaurant, hostel, apartment and concert hall. It is a brand with a schizophrenic personality, two ways of seeing the world, of travelling, of partying. Its refreshing and versatile visual identity adapts to each city, and its graphic territory is fuelled with witty catchphrases and pictograms.
Martin Piot, Cecilia Deschamps
Chief Creative Officer:
Jean-Jacques Charrais, Albanne Van Eeckhout, Alexandre Celaire