With the advent of the boutique hotel, Chewton Glen’s star was fading. For a new breed of style-conscious guest the traditional country retreat was no longer appealing. It was time to update this Grand Dame of hotels.
We defined a new brand positioning and identity for the overall Chewton Glen brand. Leveraging British luxury behaviours we created a brand essence that paid respect to its heritage but added modernity. The idea “An English Original” inspired an identity that cued timeless luxury combining old school elegance with a new modern sensibility. Its quintessentially English colour palette complemented a photographic style that elegantly captured the staff’s discreet attentiveness.
The success of the work allowed us to also create brands for the Vetiver restaurant and the Luxury Eco Treehouses.
Chewton Glen was declared the inaugural winner of Hoteliers’ Hotels Top 100 list in 2016. A 7th treehouse is planned for 2017, having been one of the hotel’s biggest successes.