FutureBrand London crafts a new branding and visual identity for Maybourne Hotel Group, reflecting its heritage and modernity with an elegant design.
FutureBrand London has created a new brand identity for Maybourne Hotel Group, owner of some of the world's most legendary luxury hotels, including Claridge's, The Connaught, and The Berkeley.
The new identity is the final stage of a discreet rollout that includes a new brand strategy and architecture. While the Maybourne brand has historically been in the background, the new strategy aims to turn Maybourne into a consumer-facing brand.
The brand architecture distinguishes iconic "Storied" properties from "Extraordinary Maybourne Hotels," which include more recent acquisitions. The collective portfolio brings to life the brand promise of 'Stories of Distinction,' accentuating the unique nature of each property and the Maybourne service philosophy of treating every guest as an individual.
The new branding and identity links heritage with modernity and celebrates the distinctive aspects of the hotels. It centers around a bespoke tapestry, "The Maybourne Tapestry," which represents the story of Maybourne's hotels, featuring key components from the art, design, architecture, and service unique to each.
An 'M' monogram shorthand and the 'MAYBOURNE' name in a bespoke font, all in shades of teal, convey a contemporary take on traditional British racing green.
FutureBrand and Maybourne worked with illustrator Martha Walmsley to create The Maybourne Tapestry, which features intricate artwork with iconic motifs. These range from art deco-inspired butterflies to the iconic Connaught Martini glass and Sicilian lemons, tracing the stories of the hotels' beginnings in Georgian society to the experiences offered today.
The tapestry is a recurrent theme across various Maybourne-brand collateral, including branded merchandise.
The new brand identity is:
- A visual representation of the Maybourne story: The Maybourne Tapestry tells the story of the hotels through intricate artwork and iconic motifs.
- A celebration of heritage and modernity: The identity seamlessly blends the rich history of the hotels with a contemporary aesthetic.
- A reflection of the distinctive aspects of each hotel: The brand architecture and tapestry highlight the unique nature of each property.
FutureBrand London's branding work on the Maybourne Hotel Group brand identity is an excellent example of creating an identity that reflects the client's values and mission. 1
For more information make sure to check out futurebrand.com
Branding and visual identity artifacts
Credits:
Maybourne:
- Simon Scoot – Chief Marketing Officer
- Harriet Boyes – Director of Brand Marketing
FutureBrand London:
- Managing Director – Polly Hopkins
- Executive Creative Director – Stephen McGilvray
- Design Director - Danielle Smith
- Senior Designer – Michela Pasini
- Senior Designer – James Pearce
- Head of Strategy – Sam Hollis
- Senior Strategist – Maddi Hutchinson
- Strategist – George Hartley
- Business Director – Georgia Greenacre
- Project Manager – Nicolle Ponsa Ravachi
- Chief Experience Officer – Stephen Barber
- Executive Creative Director, Experience – Paul Silcox
- Motion – Nick Wood
Partners:
- Illustrator – Martha Walmsley
- Typographer - Miles Newlyn
