capella
A brand story written in the stars
Brand Strategy
Brand Creation
Art Direction
Print & Packaging
Brand Communication
INSIGHT
Capella is a very special hotel group, originally created in 2002 by Horst Schulze. In 2017 the business was acquired by the Kwee family, his partners since 2006. With a commitment to honour the original mission to provide highly individualised guest service, the new owners built on their decade-long knowledge of the brand to develop a vision for the future of luxury hospitality. In 2017 Construct was invited to visit them in Singapore to learn about the brand, its audience and its future ambition for properties, services and experiences. Construct was charged with evolving the brand to support this future vision.
IDEA
Capella is a brand built for the world's most discerning guests. Construct intentionally deviated from the typical hospitality brand design approach. Rather than reinvent and simplify, Construct identified the value in evolving the brand identity to retain the stars synonymous with Capella for nearly two decades. Emphasis was then placed on the development of unique brand codes created to illuminate the emotional and sensory experience of Capella. The palette is rooted in the concept of time, life's most precious resource, evidenced through a palette we call ‘the story of light’. An abstract photographic narrative provides a living brand palette with still and moving applications. This is a brand designed digital-first, created to be felt before it is understood. The emotional resonance of the brand is anchored with service supporting brand codes designed to deliver connoisseurship in curation – leaning into Capella's enduring mission to deliver highly individualised guest experiences.
IMPACT
Following the evolution of the Capella brand the Group has demonstrated exceptional performance with strategic expansion through design-led developments in Asia, cementing its position as a global luxury hospitality brand. Capella has been named the world's best hotel brand by Travel + Leisure for three consecutive years (2023–2025).
WITH THANKS TO
