Because it is a working hotel with a huge number of items traditionally branded (from teapots and egg cups through to slippers and dressing gowns), Construct’s task of not just branding, but implementing a consistent and cohesive sense of identity throughout the hotel and the objects within it was by no means straightforward. In fact, the rollout of the branding happened throughout last year as there were so many different ideas to implement.
As well as introducing a sophisticated colour palette of jade, gold, white and black, bold chevron patterns appear on the inside of bags, envelopes and on various objects, publications and goodies that guests at the hotel are likely to encounter.
The branding goes beyond letterheads and crests emblazoned on the front of menus. On the large inventory of branded innovations is an eye-catching chevroned Kimono instead of a dressing gown; a quarterly guest newspaper; and a rather nice sterling silver chevron bookmark. Guests will also come across various seasonal luxury gifts such as an appropriately packaged Easter Egg. As well as handling the business of creating and conveying a strong brand, Construct also managed to inject a sense of fun into the proceedings.
“We put aside the design dogma that prescribes the corporate and repetitive approach of a consistent logo on every item possible. Better, we felt, to celebrate Claridge’s unique qualities by expressing them through a hundred exquisite experiences.” Georgia Fendley