dn&co.

Brand strategy

We worked with market researchers Kantar TNS to establish what is important to families when on holiday and how they define modern luxury. Hearing from families across the south of England, the results were clear — today, meaningful time together is the real luxury.

Through the new brand positioning, Luxury Family Hotels will now focus on helping create the time and place for wonderful family memories. We created a brand world that reflects this mission, invoking those simple moments that we share together and forever cherish.

Hotel identities

The group brand identity embodies the sense of classic quality that is common to luxury branding, bringing quality imagery to the fore. The individual hotel brands have more character, incorporating a mascot unique to each hotel and its beautiful setting — the mute swans of Chesil Beach, Suffolk's equine heritage, the Cornish crab, the wool trade of the Avon Valley, the wild deer of the New Forest.

Designed in collaboration with Barcelona illustrators Hey Studio, the mascots become a marque of luxury as well as a playful character that will live in the imagination of children.

The new brand uses photography to convey the experience of a luxury family hotel where a stay goes beyond the room, celebrating the hotels’ uniquely British landscapes and the moments that families can experience here.

Website

The Luxury Family Hotels website brings all the hotels together for guests to explore and experience as a collection. Working alongside developer Nixon, we also designed individual websites for each hotel that share a design system, making user experience easy and consistent. Each hotel is able to express its individuality, whether through film exploring the beautiful buildings and grounds or evocative imagery of the events and activities available onsite and in the local area.