The Berkeley's new suite

London design studio, Construct, has recently finalised a year-long branding project for the Berkeley, the iconic five-star hotel in Knightsbridge, owned and operated by the Maybourne hotel group, whose portfolio boasts Claridge’s and the Connaught.

New identity elements include a redrawn logotype, a decorative device, original line illustrations and a fresh colour scheme inspired by the hotel's iconic Blue Bar. In the main, the colour comes through the paper; the stationery and other printed and bespoke packaging materials use a combination of GFSmith's Mohawk Superfine Ultrawhite Smooth and Colorplan Pristine White, Cool Blue, Real grey and Dark Grey. This cool palette is animated by the numerous specialist production techniques including thermography, embossing, die-cutting and matt metallic foil blocking. These are complemented by three bespoke paper services from GFSmith: Buckram embossed texture, duplexing and triplexing. In refreshing contrast to the restrained visual identity is the discrete use of playful language which, hand-in-hand with an uninhibited typography style, generate an engaging tone of voice. Overall, the control of the brand elements achieves a fine equilibrium between 'luxury' on one hand, and 'welcoming' on the other.