London design consultancy dn&co has developed a new brand identity for Luxury Family Hotels to address what “luxury” means to modern families today.

Regarded as the pioneer in luxury family holidays in the UK, the company launched its first hotel – Woolley Grange near Bath – 30 years ago. It now adds to its collection Fowey Hall in Cornwall, New Park Manor in the New Forest, The Ickworth in Suffolk and Moonfleet Manor on Dorset’s Jurassic Coast.

Following a collaboration with research firm Kantar to uncover the needs of modern families, dn&co developed the brand strategy and architecture, including an umbrella brand for the group and five separate sub-brands for their different properties: New Park Manor, The Ickworth, Moonfleet Manor, Woolley Grange, and Fowey Hall.

The group brand identity aims to be sophisticated in its bold simplicity, with a sans-serif typeface designed to portray a sense of classic quality.

The individual hotel brands have more character, incorporating an animal icon or ‘mascot’ that is unique to the surroundings and location of each hotel. Designed in collaboration with Barcelona’s illustration specialists Hey Studio, the mascots aim to inspire every member of the family. The hotel identities also include a characterful serif typeface, which is a distinct counterpoint to the sans-serif of the group brand.

Elsewhere, the new brand uses photography to convey the experience of a luxury family hotel where a stay goes beyond the hotel room. Using natural light whenever possible, the photography celebrates the hotels’ unique British landscapes, emphasising the “moments” that families can experience and the memories they share when they are there.

“Luxury Family Hotels is unique in the world of hospitality, offering modern families an opportunity to enjoy what they value most – the time they spend together,” says Joy Nazzari, founder of dn&co. “The new brand breaks with the conventions around ‘family holidays’ to position the hotels as a luxury experience not just for children, but also for parents. As consumers continue to move away from traditional ideas of luxury, brands have to adapt by being ever more mindful of customers’ desire to share an experience, create a memory, connect with each other, unwind and enjoy themselves — in a much faster time frame.”

dn&co developed the brand strategy, brand architecture, website, visual identity, tone of voice and brand guidelines. As well as the new websites, guests will also see the new brand in the hotels as new signage, and printed collateral (menus, spa cards and do-not-disturb signs) is introduced throughout.

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Andy Mallalieu

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