When luxury meets vision, the result is transformative. FutureBrand London, known for shaping brand-led business transformations, has unveiled a compelling new identity for Maybourne, the operator of some of the world’s most iconic luxury hotels. This rebranding effort signals a bold shift for Maybourne, moving it from the shadows of its renowned hotels to center stage as a consumer-facing brand. Let’s explore the intricate details of this remarkable branding project.
From Background Player to Luxury Powerhouse
For years, Maybourne quietly supported its hotels—Claridge’s, The Connaught, The Berkeley, and others—without seeking the limelight. But with a refreshed business strategy, the brand aims to become a household name, offering a wider range of luxury experiences and opportunities to guests globally. FutureBrand’s role was to craft a strategy and visual identity that reflected this ambition.
A New Brand Architecture
Central to this transformation is a reimagined brand architecture that divides Maybourne’s properties into two distinct categories:
- Storied Properties: Iconic hotels like Claridge’s, The Connaught, The Berkeley, and the soon-to-open Emory in London. These properties are steeped in history and legendary status.
- Extraordinary Maybourne Hotels: Recent acquisitions such as The Maybourne Beverly Hills and The Maybourne Riviera. These properties highlight the brand’s expansion into contemporary luxury.
This structure embodies Maybourne’s promise of “Stories of Distinction”—emphasizing each hotel’s individuality while showcasing a unified philosophy of exceptional guest service.
The Maybourne Tapestry: A Visual Masterpiece
At the heart of the new identity is The Maybourne Tapestry, an intricate and bespoke design that ties together the brand’s heritage and forward-thinking vision. Created in collaboration with illustrator Martha Walmsley, the tapestry is a vibrant collage of motifs inspired by the unique elements of each property. Here are some highlights:
- Art Deco Butterflies: Nodding to Claridge’s’ 1920s décor.
- Connaught Martini Glass: A tribute to the Connaught Bar’s global acclaim.
- Sicilian Lemons: A playful reference to the Riviera’s Mediterranean flair.
The tapestry serves as a recurring design element across the brand’s collateral, from merchandise to marketing materials. It’s a celebration of storytelling, encapsulating the spirit of Maybourne’s properties in an engaging visual narrative.
A Bespoke Visual Identity
FutureBrand’s design team introduced a striking new look for Maybourne. A custom typeface anchors the identity, with an elegant ‘M’ monogram and the MAYBOURNE name rendered in shades of teal. This color palette offers a fresh take on British racing green, blending tradition with modernity.
Together, these elements reflect Maybourne’s dual commitment to timelessness and innovation.
Luxury Beyond Hotels
Maybourne’s transformation goes beyond aesthetics. It’s a commitment to offering guests a holistic luxury experience. By taking the brand public, Maybourne positions itself as more than a hotel operator—it becomes a curator of extraordinary moments.
The brand identity extends seamlessly into branded collateral, from merchandise to digital platforms. Each touchpoint reinforces the promise of distinction, immersing guests in the Maybourne story at every turn.
A Collaborative Triumph
FutureBrand’s work on this project reflects a deep collaboration with Maybourne’s leadership team, ensuring the new identity aligns with the company’s strategic goals. Behind the scenes, a talented team of designers, strategists, and illustrators brought this vision to life.
Key contributors include:
- Simon Scoot, Maybourne’s Chief Marketing Officer, and Harriet Boyes, Director of Brand Marketing.
- Polly Hopkins, Managing Director at FutureBrand London, and her creative team led by Stephen McGilvray.
- Illustrator Martha Walmsley, whose intricate designs are the backbone of The Maybourne Tapestry.
- Typographer Miles Newlyn crafted the bespoke typeface.
Maybourne’s rebranding is a testament to the power of storytelling in luxury. By linking its storied past with a vision for the future, the new identity offers a fresh perspective on what it means to be exceptional. FutureBrand has delivered more than a brand refresh; they’ve helped shape the next chapter for Maybourne’s legendary hotels.
As Maybourne’s new identity rolls out, it’s clear that this is more than a rebrand—an invitation to experience a world of distinction. Whether a Martini at the Connaught or a Mediterranean escape in Roquebrune-Cap-Martin, Maybourne promises luxury reimagined, one story at a time.
All images © by FutureBrand. You can find other inspiring projects in WE AND THE COLOR’s Graphic Design and Branding categories.
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