Hand Picked Hotels, the country house hotel group, has unveiled a new brand identity across all its portfolio literature in a bid to refresh its image and keep it current.
The group, founded by chairman Julia Hands, has given all its printed materials an overhaul, as well as introduced a new website and updated all digital communications and hotel logos.
The new look and feel coincides with an upgrade of the brand’s loyalty club which has been relaunched under a new name, Privilege Rewards.
Chairman and CEO Julia Hands said that the changes demonstrated the group’s drive to ‘continually move forward and reach new customers’ and said it was the ‘right time’ to modernise the brand’s image.
The visual identity refresh is part of an ongoing programme of developments designed to showcase the character of the brand.
Hands says: “We invest considerable time and money in our product with an ongoing programme of renovations and upgrades and are equally committed to making sure we focus on the smaller, but no less important, things too – those special touches that define who we are – as we look for ways to continually enhance our brand appeal.
“More than ever, our guests of today are experience seekers who want to capture precious moments, but who equally want to feel relaxed, at home, and emotionally connected to the brands they choose. With the desire to continually move forward and reach new customers, it felt like the right time for us to contemporise our brand and create a stronger alignment between the exceptional experiences we offer and our brand communications.”