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Hotel & spa · hospitality brand · 2023

Reqular

A brand concept for a hotel and spa group, built to hold two things at once: the exclusivity that justifies the rate, and the warmth that makes a guest feel welcome. Identity, guidelines, collateral, in-room items and the website design.

Client
Reqular Hotel & Spa
Location
London
Scheme
Hospitality brand — identity, collateral and website
Year
2023
Reqular Hotel and Spa logotype with EST. 1895 beneath, set on warm sand with botanical illustration at the corners, brand identity by HDEY
The mark — a fine serif, a date, and botanicals at the edges

What we delivered

  • Brand concept
  • Logo design
  • Brand guidelines
  • Stationery & print collateral
  • In-room items
  • Website design
  • CGI visuals

The project

Reqular asked us to develop a brand concept for their hotel and spa group. The tension in the brief was the interesting part: a spa brand has to feel exclusive enough to justify what it charges, and warm enough that a guest feels welcome.

We aimed the identity squarely at both, held together rather than traded off. The logo, collateral and website were developed from the group’s own values, so the tone came from something real rather than from a mood board.

The identity

REQULAR is set in a high-contrast serif with wide tracking, with EST. 1895 and HOTEL & SPA stacked beneath it.

The warmth comes from botanical illustration — ferns, eucalyptus, monstera — used at the edges of a layout rather than as pattern. Three colours: near-black, a warm stone, and a sage green. Canvas for display, Gill Sans for text.

Reqular brand guidelines page setting out the three-colour palette and the Canvas and Gill Sans typefaces, brand identity by HDEY
Guidelines — three colours, two typefaces
Reqular document envelope in near-black with the logotype in white and botanical illustration at the corners, print design by HDEY
The envelope — botanicals against near-black
Reqular brand identity laid out with the logotype above the envelope, letterhead and business card, brand identity by HDEY
The system — mark, letter, card
Reqular business cards arranged in a grid, the logotype on one side and contact details on the other, brand identity by HDEY
Cards — the mark, and the botanicals bleeding off

The guest touchpoints

A hotel brand is judged in small objects. The collateral runs from the folder and letterhead down to the door hanger — DO NOT DISTURB set in the same serif, with the mark beneath and a botanical corner, hung on a black door.

Reqular print collateral in warm off-white with the logotype and botanical illustration at the corners, print design by HDEY
Print — botanicals at the edge
Reqular Do Not Disturb door hanger in off-white with the logotype beneath, hung on a black door, brand collateral by HDEY
The door hanger — the smallest thing a guest holds

The website

The site was designed around the booking: home, book a room, spa treatments, contact. The botanicals frame the page, the logotype sits centred, and the welcome copy explains what the group is: modern hotels in the heart of London, with high specification, private terraces and gardens, and transport on the doorstep.

We produced CGIs to show how the interiors could look after the refresh, so the brand could be presented in its own spaces rather than against stock photography.

Reqular website homepage on desktop and mobile with the centred logotype, botanical framing and Book your stay today section, web design by HDEY
Website — the concept, with the CGIs in place

This project was delivered under the Ademchic brand.

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