Pechanga Resort Casino is an Indian casino with resort facilities in California. Yesterday, it launched a new brand identity, developed by Troika, to highlight an upcoming expansion.
Troika created a simple recognisable P logo that works better across digital platforms. It should also better convey that Pechanga is a luxury destination. The feathers from the old logo are only present as an abstraction at the bottom of the P.
From a press release:
“Changing our brand is not something we’ve ventured into for more than 15 years,” said April Bouchard, director of advertising and brand at Pechanga Resort & Casino. “It was scary for a lot of people, but look at all that’s happened in the world in 15 years. The Internet and social media can drive business. Our new brand lets us take the spirit we know to be Pechanga into the reaches of the future. We’re so excited for it.”
“This new logo is modern, elegant, and captures the essence of Pechanga Resort & Casino: laid back luxury,” said Edith Atwood, President of the Pechanga Development Corporation. “This exciting change comes just ahead of the ultimate change at Pechanga – the addition of 568 new rooms, a luxury spa, a spectacular pool complex, and more. This new look and feel is all about positioning Pechanga Resort & Casino for the future.”
Pechanga partnered with Troika, a Hollywood-based strategic branding and marketing innovations agency, to re-imagine the brand as a future-facing business in a rapidly changing landscape. The singular “P” allows the resort/casino to be easily recognized when guests are using its mobile app, in social media, as well as ease of use on multitudes of printed collateral.
“We’re honored to be working with a brand that is representative of people with a rich, deep history,” said Dan Pappalardo, Troika founder and CEO. “We built on that heritage and embraced Pechanga’s forward-looking vision to create a modern brand. The goal was to design a unique brand experience that celebrates the unexpected ways Pechanga goes above and beyond and establishes the brand as an entertainment destination.”
“The new mark is an elegant simplification of the original feather skirt,” added Troika’s Creative Director Seton Kim. “The new identity honors the heritage but modernizes the brand to appeal to a younger and broader audience, aligning with the expansion of Pechanga. Not only will consumers notice the new look and feel in the physical space, but they will be able to experience on social and digital platforms.”