Exclusive Collection is a luxury hospitality group with six hotels, two spas, golf club, 9 restaurants, 2 Michelin stars, cookery school and a 12th century pub.
The brief was to create and identity for the group and its properties that better resonates with the brand proposition – 'Creating happiness in Amazing Places' – and evolves the heraldry of the existing brand. To shake off the pomposity associated with 'exclusivity' we had to inject a sense of modernity that steps away from traditional ‘Country Luxury’ and into ‘Modern Luxury’ with an ‘exclusivity for everyone’ purpose.
The new purpose identified the business as a collection of places where experiences happen rather than just a group of hotels – a luxury brand that operates from the estates of six country hotels. So we asked ourselves; what is modern luxury?
The design brief asked us to modernise the heraldic aspect of the existing identity. Undertaking a three day design sprint allowed us to develop ideas, styles and an understanding of just how difficult it is to put together a piece of contemporary heraldry.
From heraldry, shields and crests we went towards luxury marks and something more emblematic.
Each hotel has embraced an animal that is native to the local area, the property or is representative of the location – a Fallow stag, a South Downs sheep, an owl, a (stone) lion, a race horse and a pair of love birds.