Creating an internationally recognised brand synonymous with luxury

From legendary artists to once-in-a-lifetime meals, a Maybourne hotel is renowned for its unique flair and individual character. Despite a portfolio of some of the world’s most iconic luxury hotels, including London’s Claridges, The Connaught and The Berkeley, the group has remained a silent partner. With ambitions to evolve, they tasked us with transforming their brand from a behind-the-scenes hotel group to a luxury lifestyle leader. 

Through our research, we uncovered over 200 years of remarkable stories waiting to be told. We curated them into an intricate tapestry – a storytelling art form used for centuries – to bring them to life. We interwove unique symbols from each property into an exquisitely illustrated design that would appeal to even the most discerning clientele and entice them to discover more. Executed in collaboration with up-and-coming British illustrator Martha Olivia, the Maybourne tapestry unites the portfolio of hotel properties whilst celebrating their distinct character.

In a world of luxury minimalism, the new identity allows the brand to stand out in a distinct and meaningful way, with every brand application transformed into something authentically charming yet iconically Maybourne.

Strategy x Brand architecture x Naming x Brand Identity x Guidelines x Experience

Maybourne Hotel Group

©FutureBrand

Stephen McGilvray
Executive Creative Director

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