The Berkeley is a luxurious five-star hotel in the heart of London’s Knightsbridge, and home to the iconic Blue Bar, the Caramel Room, the Marcus Wareing restaurant, the unique Berkeley rooftop spa and the legendary Koffmann’s restaurant. Construct were commissioned to review the hotel's brand positioning, founded on 'Exquisite Innovation', and create a new identity and communications palette to run across all the applications in the hotel.
Construct's branding review for the Berkeley includes a new logotype, a simply exquisite re-cut of a classic English typeface. The understatement of the logotype is balanced with an innovative and flexible branding palette, allowing the hotel to engage in a sensitive dialogue with its guests, turning up the wit and energy where appropriate, and keeping things simple where required. The colour palette is a refined cool blue, soft grey, deepest inky blue/black and fresh white, inspired by the hotel's iconic Blue Bar. The branding palette includes a bespoke geometric pattern, a clean, technical line-drawn illustration and bold use of typography and tone of voice. It is a contemporary approach that is the antithesis of cookie-cutter corporate branding.
Particular attention has been paid to detail, with the selection of exquisite high-quality papers, thermographic inks used for the logotype, and print, embossing and apertures used to express the pattern, with a matt metallic foil used to pick out the bold, contemporary typography. The identity has been developed across the full range of hotel collateral, from corporate stationery to menus, towels and guest and marketing communications. In addition, Construct have created some more surprising elements including the Berkeley’s very own chocolate bar, an exquisitely packaged candle in the Berkeley’s bespoke scent, and even some surprises for the hotel's junior guests!