Over two years we collaborated with Madfabulous Hotels to shape the positioning, concept, name and brand identity of Hyll – their country house hotel in the Cotswolds.

We began with a conversation about time. What if a hotel could give it back to you? And does true luxury lie, not in excess, but in the permission to pause? From these thoughts came Hyll’s proposition – to be a place for guests to slow down, switch off, and ‘do nothing’.

Visually and verbally, the brand is warm, smart, intentionally under-designed, and nostalgic with every element of the guest experience designed to illicit a sense of calm. The result is a brand that doesn’t just speak of restfulness – it actively delivers it, turning Hyll from a destination into a state of mind.