“Stories of distinction” proposition underpins new consumer-facing parent brand that unites and complements the group’s hotels – including Claridge’s,
The Connaught and The Berkeley

FutureBrand London, the brand-led business transformation company, has created the new brand identity for Maybourne, the luxury hotel operator and owner of some of the world’s most legendary luxury hotels.

The new identity, now entering the final stage of a discreet roll out, is underpinned by a new brand strategy and architecture – also created by FutureBrand with Maybourne senior leadership.

While historically the Maybourne brand has stayed in the background of its hotels and largely out of the public eye, it is now activating a new business strategy designed to turn Maybourne into a consumer-facing brand that can open-up an expanded world of luxury experiences and opportunities for its guests across the globe.

FutureBrand’s starting point was to introduce a new brand architecture which distinguishes iconic “Storied” properties such as Claridge’s, The Connaught, The Berkeley and The Emory, from “Extraordinary Maybourne Hotels” which include more recent acquisitions The Maybourne Beverly Hills and The Maybourne Riviera. The collective portfolio brings to life the brand promise of ‘Stories of Distinction’, accentuating both the unique nature of their properties as well as the Maybourne service philosophy of treating every guest as an individual.

Maybourne has brought this new strategy to life with an exciting new brand identity that links heritage with modernity and is a celebration of the distinctive aspects of their hotels. The identity centres around a bespoke tapestry, The Maybourne Tapestry, which is a visual representation of the story of Maybourne’s ultra-luxury hotels featuring key components from the art, design, architecture and service components unique to each. An ’M’ monogram shorthand and the ‘MAYBOURNE’ name – both in a crafted bespoke font, all in shades of teal to convey a contemporary take on traditional British racing green – also play an important role.

FutureBrand and Maybourne worked with up-and-coming illustrator Martha Walmsley to create The Maybourne Tapestry, which has intricate artwork featuring iconic motifs. These range from art deco-inspired butterflies – informed by Claridge’s 1920s décor, to the iconic Connaught Martini glass – referencing the bar’s famous accolades, and Sicilian lemons – a favourite in the Riviera, tracing the stories of the hotels’ beginnings in Georgian society in London’s Mayfair to the experiences on offer today.

The tapestry is a recurrent theme across a portfolio of Maybourne-brand collateral now being rolled out, including branded merchandise.