London's dn&co has developed a new identity for Luxury Family Hotels to address what "luxury means to modern families today".
The company launched its first hotel – Woolley Grange near Bath – over 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 some thorough research, 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 identity aims to be sophisticated in its bold simplicity, with a sans-serif typeface designed to portray a sense of classic quality," explains dn&co.
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 Hey Studio, the mascots hope 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.
"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.