Create the brand identity for a new 5 star fictional hotel called The Chatsfield. A luxury hotel that is the location for a new Mills & Boon interactive hub that brings to life the brand message 'Style. Spectacle. Scandal'.
We researched what the Mills & Boon readers wanted from an exclusive London hotel. Most wanted to be rescued from their daily routine and pampered with 5 star luxury. Fictional hotels are usually based on existing places but we wanted to create a premium hotel that had its own unique look and feel. We took inspiration from the luxury brands that can be found in and around Mayfair where the hotel is located. The branding was based on a minimal icon design created from the 'C' and 'D' of the Chatsfield name, in the style of Gucci and Chanel.
The Mills & Boon readers were very complimentary of the new hotel branding and talked about the hotel as if it was a real 5 star luxury location.