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InspirationGraphic Design

Here Design combines art and hospitality in identity for The Fife Arms, Braemar

The Fife Arms, owned by internationally-renowned gallerists Iwan and Manuela Wirth has opened in Braemar, Scotland, with branding by London-based studio, Here Design.

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Colourful collection of books with varied cover designs and typography displayed at different angles on a white surface, representing The Fife Arms' brand identity created by Here Design

A reimagined Victorian coaching inn, the 46-room property brings together Scottish heritage, craftsmanship and culture with world-class contemporary art and a strong sense of community.

Having been regular visitors to Scotland for a number of years, Iwan and Manuela Wirth have a personal connection to the village, and this acted as a starting point for Here Design’s development of the hotel’s core brand identity.

Through an exploration of Braemar’s visual history through the ages, drawing on a collection of local ephemera including catalogues from the Braemar Gathering, Here crafted an identity that has a deep connection to the dynamics of the village.

Along with these local points of reference and The Fife Arms’ original signage, Here created a fluid hotel logo that takes a multitude of typographic forms with energy and playfulness that embodies the eclecticism of the hotel’s interior design and artistic collaborations.

From walking maps to luggage labels and matchbooks to room books, every element of the hotel’s identity adopts a new element of this highly spirited identity, rooted in the authenticity of the place.

"At a time when many brands are stripping back their identities and adopting a more neutral and international style," says Mark Paton, Creative Partner at Here Design, "we were inspired by Iwan and Manuela’s desire to take reference from a specific regional and local visual history that was much more variable and idiosyncratic that we are used to today."

Red doors with glazed panels and sidelights form the entrance to The Fife Arms Hotel, with hanging foliage above and a black lantern mounted on the signage
A wooden desk displays The Fife Arms hotel branding materials including notebooks, letterheads and a pencil, surrounded by decorative objects including a potted plant, ornaments and a brass lamp base
Branding system for The Fife Arms hotel displayed flat lay showing business cards, stationery, luggage labels, matchbooks and room books in earthy tones and forest green on a dark background
The Clunie Dining Room gold lettering on a dark glass door with warm interior lighting visible behind
The Fife Arms Hotel's stationery and dining room menu designed by Here Design, displayed on a dark green surface with a pencil
The Fife Arms Hotel's dark green leather folder with gold embossing beside its menu and The Juniper Dining Room card, next to a cup and saucer on a patterned surface
Person in yellow jacket browsing colourful fabric swatches displayed on wooden shelving in The Fife Arms hotel interior design showroom
Woman viewed from behind standing in a hallway with ornate patterned wallpaper and a wooden sign reading "Rooms 29 to 17 Third Floor
A white door hanger with red text reading "Let Me Bide in Bed Do Not Disturb" hangs from a brass doorknob on a cream-coloured hotel door
Soft boiled egg in a ceramic egg cup on a plate printed with The Fife Arms branding, alongside metal egg scissors and a white napkin on a wooden table
Hands holding open a tri-fold brochure about Prince Albert featuring black and white photographs, with pink and purple branded materials visible in a luxury hotel setting
The Fife Arms book placed on striped bedding next to a tapestry cushion featuring classical figures
Collection of The Fife Arms Hotel stationery and business cards in burgundy, tan and white with decorative typography scattered on a sage green background
A black rotary telephone, white marble bust, notebook with pen and letterhead on a marble-topped table at The Fife Arms hotel in Braemar
Hands holding The Fife Arms menu featuring sections for Wee and Muckle dishes, with a whisky glass on a wooden table beside a leather chair
Ornate black wall-mounted sign reading "Brae Wing" with decorative eagle finial, part of The Fife Arms hotel branding by Here Design
Person holding open The Fife Arms menu at a formally set dining table with wine glass and place setting visible
White paper plates with gold embossed Fife Arms logo, part of Here Design's hospitality branding for the hotel
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