CLARIDGE'S
Rebranding an archetype of luxury
Brand Strategy
Brand Creation
Art Direction
Print & Packaging
Brand Communication
INSIGHT
At a moment of significant investment in the property, Maybourne appointed Construct to redefine Claridge’s identity and align it with the hotel’s extensive refurbishment. Known for its timeless glamour, Art Deco heritage, and uniquely attentive English service, Claridge’s required more than a cosmetic update: it needed a renewed brand expression that could honour its history while reasserting its position as a global standard of luxury.
IDEA
Inspired by a line from Alex James’s biography ‘to wake up at Claridge’s is to wake up invincible’, Construct developed a strategic framework rooted in Claridge’s defining qualities of heritage, glamour, and service, evolving the hotel’s established cues with precision and restraint. Construct’s extensive research revealed the original Claridge’s crest. This was redrawn and paired with an elegant bespoke wordmark with a subtle Art Deco refinement delivered with restraint. Boldness, reflecting the hotel's confidence, was conveyed through a unique colour palette inspired by the hotel’s original interiors. The now legendary Claridge’s jade was discovered as a feature tile in the grandest suites of the original interiors dating back to the 1930s. Claridge’s jade is complemented by a carefully created selection of monochrome patterns inspired by the building’s architectural history. This identity was extended across more than 200 applications, from menus and umbrellas to heirloom pieces such as a bespoke rocking horse and silk kimono, a testament to Maybourne’s trust in Construct as brand guardian.
IMPACT
The revitalised identity heralded a new era for Claridge’s, reinforcing its reputation as both a portal to the past and an enduring definition of contemporary luxury. The silk kimono, celebrated and exhibited by the V&A, exemplified the cultural resonance of the work, while the comprehensive suite of applications ensured the brand’s presence at every guest touchpoint. Construct’s approach safeguarded Claridge’s grandeur while ensuring its relevance for future generations of discerning guests.
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