Amani Resort – Ghana
The Brief.
We recently had the privilege of crafting the brand identity for ‘The Patchwork’, a unique boutique hotel emerging in East London’s lively atmosphere. Our task covered everything from strategic brand development to designing their distinctive name, identity, and various hotel elements. Inspired by the site’s past as a family-owned clothing factory in the 80s, we wove this rich history into the brand’s fabric. Our goal was to harmoniously merge this heritage with contemporary hospitality, resulting in a memorable brand that reflects Whitechapel’s vibrant character.
The Process
Strategy.
Naming.
Identity.
Strategy.
Our team conducted in-depth market research, competitive analysis, and customer profiling to define The Patchwork Hotel’s unique selling points and value proposition. We developed brand positioning that emphasised the hotel’s commitment to preserving local heritage while offering modern amenities and experiences.
Naming.
Drawing inspiration from the rich history of Whitechapel, London, and the hotel’s location within an old fabric factory, we embarked on a journey to find the perfect name. After research and creative exploration, we unveiled the name ‘The Patchwork’. This name pays homage to the area’s textile heritage and the hotel’s unique industrial setting.
Identity.
In alignment with the hotel’s interior, marked by an eclectic mix of vibrant fabrics, our design team developed a sleek and modern visual identity. This minimalist approach was deliberate, ensuring it would seamlessly harmonise with the varied textiles found within the hotel. The subtle and stylish identity was also designed to appeal to the effortlessly cool demographic of East London.