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The Park Room Branding

London

brand identity

Continuing our relationship with the Marriott Hotel, we undertook the rebranding of the Park Room at Grosvenor House. The brief from the client was to create a refreshing new colour pallet, new menus and contemporary brand elements. The space needed to transform during different times of day, as the service changes from afternoon tea to evening cocktails. We drew inspiration from the changing season of Hyde Park, which is framed by the large windows of the Park Room. We also took inspiration from epistolary (the art of writing) which transforms the Park Room into a cosy, elegant and sophisticated space to enjoy conversing, secret dates or meeting friends for a special day or evening. The outcome of the graphic identity is delicate, elegant, subtle and tailored to the Park Room. Inspired by the adjacent Hyde Park, a fresh colour scheme is used for morning and afternoon application and a deeper colour scheme is used at night for beverage offer. As a result we created 3 versions of the menu, a light grey all day menu, a rich green afternoon tea menu and a deep blue evening menu.