Country house hotel group, Hand Picked Hotels, has unveiled a new visual identity for the brand in an effort to strengthen its visual expression and reflect its refreshed brand vision and values.
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.
The new visual identity for Hand Picked Hotels features a colour palette of heritage and earthy tones and adopts a scrapbook effect of hand written fonts, polaroid-style images and a collection of mementos designed to communicate the warm and welcoming personality of the brand and reflect its sense of occasion. The project encompassed an overhaul of the brand’s printed materials, brand website and all digital communications in addition to updating the individual hotel logos with modern typography.
Julia Hands, Chairman & CEO of Hand Picked Hotels, commented on the brand refresh, “Our grand hotels, by their very nature, have always attracted guests who are in search of something special - a unique setting for a romantic break, celebration or business event that takes them beyond the everyday. 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.”
The visual identity refresh is part of an ongoing programme of enhancements developed to showcase the character of the brand and ensure guests have a memorable experience at even better value.
New benefits for Privilege Rewards members include access to exclusive room rate discounts plus the opportunity to book upgraded bedrooms with loyalty points. Members can earn 1 point for every £8 spent at Hand Picked Hotels and can redeem points on overnight breaks and dining experiences across the group. Gold level membership for frequent guests also includes a complimentary welcome drink, a room upgrade, a late check out, discounts on Spa treatments and faster points-earning potential.
Other signatures of the Hand Picked brand include hand-crafted Hypnos beds; cooked-to-order breakfasts in addition to a continental buffet; an extensive list of wines each personally selected by CEO and Chairman, Julia Hands; a ‘Yoga in a Bag’ in-room wellness pack featuring a yoga mat with accompanying DVD, as well as a ‘Do Not Disturb’ soft animal toy representative of the local destination.
Julia continues, “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.”
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Notes to editors
Hand Picked Hotels, created by former lawyer turned hotelier Julia Hands, is the leading collection of architecturally stunning country house hotels - built for pleasure and continuing a centuries-old tradition of offering guests an indulgent yet attainable country house experience, with a contemporary twist.
The award-winning collection is renowned for exquisite food, fine wines and bespoke service by Hand Picked people in stylish, relaxing surroundings. There are a total of 17 classically British hotels in beautiful settings across England and Scotland and 3 Channel Island resorts, with locations ranging from the New Forest and Jersey to Yorkshire and Edinburgh.
Hand Picked Hotels has won an impressive number of awards, with 15 hotels awarded two AA rosette status and Grand Jersey holding three rosettes. Ten hotels have achieved red star status which means they stand out as the very best in the British Isles. There are also ten hotels with spas offering the latest therapies and treatments to promote wellbeing and relaxation.