Construct’s five star identity

London studio Construct has designed a new visual identity and website for Le Grand Bellevue – a five star hotel in Gstaad, Switzerland.

London studio Construct has designed a new visual identity and website for Le Grand Bellevue – a five star hotel in Gstaad, Switzerland.

The 101-year-old building was renovated by its new owners  – a hotelier and an interior designer – earlier this year. Construct was asked to rebrand the hotel to reflect its new interior, which mixes furniture from various styles and periods, and has designed a scheme inspired by tribal patterns and heraldry.

Le Grand Bellevue’s new marque is a contemporary take on a traditional heraldic shield: its shape depicts the hotel’s structure and the mountains behind it, while fine lines and sans type reference Swiss minimalist design. It’s also inspired by the markings on traditional cowbells, which Construct says is a light-hearted nod to the hotel’s Alpine surroundings.

To accompany the new logo, Construct designed a series of black and white, Art Deco-inspired patterns. The designs have been used on stationery, gift bags and menus and coupled with tangerine and silver accents.

“We love a client with a bold vision and in this case we certainly had that,” says creative director and Construct founder Georgia Fendley. “The interior design and brand ethos of the hotel are striking in their strength of personality…[and] we wanted to create a system that would reflect the timeless chic…and contemporary sophistication of the hotel.

“The cowbell-inspired marque, together with the pixelated tribal graphic patterns and shot of warm burnt orange, give the brand a balance of unexpected energy in contrast with the refined, restrained typographic treatment of the logotype,” she adds.

Any hotel that boasts a cigar lounge, private cinema “and one of the finest wine cellars in Switzerland” needs an identity that invokes a sense of luxury and attention to detail and Construct has designed a scheme that does just that.

The shield design, bold colours and pixellated patterns reference both the hotel’s history and its new look and the Art Deco designs (reminiscent of Construct’s branding work for Claridge’s in 2010) have been cleverly applied to the inside of gift bags and envelopes. Construct is also working on a new Le Grand Bellevue website, which will be launched later this year (mock-ups below).

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