Zig & Zag

London design studio Construct has given the branding of London's famous Claridge's hotel a thorough overhaul.

Because it is a working hotel with a huge number of items traditionally branded (from teapots and egg cups through to slippers and dressing gowns), Construct's task of not just branding but implementing a consistent and cohesive sense of identity throughout the hotel and the objects within it was by no means straightforward. In fact, the rollout of the new branding is ongoing throughout this year as there are so many different ideas to implement across a huge range of items.

As well as introducing a sophisticated colour palette of jade, gold, white and black, bold architecturally inspired chevron patterns appear on the inside of bags, envelopes and on various objects, publications and goodies guests at the hotel are lilkely to encounter.

Here I have included just a snippet of the new designs as the rebrand goes way beyond letterheads and crests emblazoned on the front of menus.

My favourite is the eye-catching take on a traditional rocking horse - In the form of a rocking zebra, where the black stripes are playfully on-brand! Others include a wonderful chevroned Kimono instead of a dressing gown. Even the TV interface has received the rebrand and guests will also come across various seasonal luxury gifts, such as an appropriately packaged Easter Egg or a Christmas Pudding. As well as handling the business of creating and conveying a strong brand, Construct have seemingly managed to do something else: inject fun (and not at the expense of luxury) to the proceedings... ♥