Hazel
As part of a new development by the Chris Stewart Group in the heart of Glasgow’s city centre, AC by Marriott Hotel needed a distinct brand for their café, bar and restaurant offering, suitable not only to hotel guests but also attracting the wider public, day to night.
Work
- concept creation
- naming
- brand identity
- BRAND GUIDELINES & IMPLEMENTATION
- SIGNAGE & WAYFINDING
Hazel reflects an urban haven mixing organic, natural form with an urban, linear aesthetic.
our response
In collaboration with the design team at Chris Stewart Group and AC by Marriott Hotels, we created a brand for the café, bar and restaurant within their hotel, that had its own personality whilst being sympathetic to the AC by Marriott aesthetic.
The 'Hazel' identity we developed plays with the juxtaposition of a haven within an urban environment and takes inspiration from the hazel branch in the Glasgow Crest, Glasgow’s gridded street layout and the architectural features of the new building,
The 'Hazel' identity we developed plays with the juxtaposition of a haven within an urban environment and takes inspiration from the hazel branch in the Glasgow crest
BRAND APPLICATIONS
We wrote the brand guidelines, creating a practical and inspiring tool to help the team express the brand consistently across all communications - print, digital and in person.
Finally, we designed collateral to bring the brand to life - from printed menus and coffee cups to dynamic digital assets. Each of these small moments extends
the brand narrative beyond the visual identity into experience.
The result is a brand aligned with Marriott’s global vision yet unmistakably rooted
in Glasgow's urban environment.
