Cake & Flowers
A new chapter in craft
Brand Creation
Brand Guidelines
Print & Packaging
Production Management
INSIGHT
As part of The Dorchester’s complete rebrand, Construct created bespoke identities for five of its prestigious F&B outlets. Cake & Flowers, the hotel’s first boutique retail experience, presented a unique challenge: to combine the artistry of floral design with the craftsmanship of patisserie in a way that reflected The Dorchester’s heritage while opening the hotel to the local neighbourhood. Every detail needed to feel considered and joyful, extending the luxury experience beyond the guest room.
IDEA
Construct translated this vision into a playful yet refined visual identity. The typographic logo was reimagined as an illustrative supergraphic, where classic typecraft meets contemporary execution, while a bold and unexpected palette drew inspiration from the colours of flowers and patisserie. Packaging was carefully engineered to celebrate the product – cake boxes open like flowers, and design details echo the swirls of cream or petals – creating harmony between brand and product without ever competing with what’s inside.
IMPACT
The resulting experience transforms a simple retail interaction into a moment of delight, giving guests a tangible connection to The Dorchester’s design story. Every product, from unwrapping a chocolate box to carrying a cake, carries the attention to craft, colour, and detail that defines the masterbrand. By extending The Dorchester’s heritage into this boutique offering, Construct set a new standard for luxury hospitality retail, combining thoughtful design with cultural and emotional resonance.
WITH THANKS TO
