Brief
Brimming with over 700 years of history, Dalhousie Castle is the kind of place that could have been plucked from the pages of a fairy-tale. But make no mistake, this ancient castle with its complex arrangement of turrets and towers is very much the real McCoy. Once the seat of the Ramsay Clan, the castle boasts an illustrious guest list that includes King Edward I, Sir Walter Scott, Oliver Cromwell and Queen Victoria. Today the castle's long tradition of hospitality continues and you can still be assured a royal welcome and the highest standards of food and service at this fine hotel.
Give this 13th century luxury castle hotel a 21st century brand identity that captures the unique essence of the place, its history and values.
You do not need to include all of these but your final outcome can include:
Give this 13th century luxury castle hotel a 21st century brand identity that captures the unique essence of the place, its history and values.
You do not need to include all of these but your final outcome can include:
- Brand strategy
- Brand identity
- Signage/Wayfinding
- Design for print
- Digital, film & social
- Promotion
- Packaging/Merch
RESEARCH
Luxury branding
When looking at luxury branding there were a few things I noticed.
The designs had space to breathe, didn't appear cluttered and were minimal.
luxury = less is more.
I also learned that the experience is equally if not more important than the product.
A luxury brand should be timeless, and adaptable.
The designs had space to breathe, didn't appear cluttered and were minimal.
luxury = less is more.
I also learned that the experience is equally if not more important than the product.
A luxury brand should be timeless, and adaptable.
Hermes
Exclusivity, heritage, and subtlety.
Bentley
Luxury, craftsmanship and innovation.
Montblanc
Quality, personalisation, and durability.
Elie Saab
Luxury, bridal, couture.
Giorgio Armani
Luxury, sophistication, signature style.
Ralph Lauren
Classic, prestige, quality.
Bottega Veneta
Craftsmanship, quiet luxury, minimalism.
Design inspiration / interesting designs
I found some interesting designs that fit the aesthetic I'd like for my own logo.
Successful luxury rebrands
YSL
Why it worked -
Simplification: Dropping “Yves” created a sleek, modern identity.
Youth appeal: The rebrand attracted younger, fashion-forward consumers without alienating core luxury clients.
Simplification: Dropping “Yves” created a sleek, modern identity.
Youth appeal: The rebrand attracted younger, fashion-forward consumers without alienating core luxury clients.
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Burberry 2023
Why it worked -
Heritage: Burberry reclaimed its status as a deeply rooted luxury house rather than a generic fashion brand.
Forward thinking: The fashion industry had begun to move away from the uniform sans-serif rebrands of the 2010s (Celine, Balenciaga, Balmain). Burberry’s choice to go backward was actually forward-thinking & aligned with a broader “anti-bland” design shift
Heritage: Burberry reclaimed its status as a deeply rooted luxury house rather than a generic fashion brand.
Forward thinking: The fashion industry had begun to move away from the uniform sans-serif rebrands of the 2010s (Celine, Balenciaga, Balmain). Burberry’s choice to go backward was actually forward-thinking & aligned with a broader “anti-bland” design shift
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Inspiration / case studies
Tutorials
Some tutorials that helped me or I found interesting during the design process.
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Brand strategy
My brand strategy is quiet luxury, a home from home. This is due to a couple of reasons - number one being that Dalhousie was home to the Ramsay clan for 800 years (and also welcomed many famous historical figures) and the second is that after researching many luxury brands it seems that the reason they have such loyalty is the product experience and the way they treat their clientele is as important if not more so than the product itself.
My vision for Dalhousie is a place that you can return to anytime and know that you will be well taken care of and remembered. From the moment you arrive you feel as if you are coming home, not just checking in. Every guest is treated like royalty. I'm also thinking about dropping castle from the name, so that my rebrand elevates Dalhousie to a modern luxury destination, something that is known for being a castle but can also expand beyond that.
A thought is that suites / rooms can be named after various famous people that are known to have frequented Dalhousie.
My vision for Dalhousie is a place that you can return to anytime and know that you will be well taken care of and remembered. From the moment you arrive you feel as if you are coming home, not just checking in. Every guest is treated like royalty. I'm also thinking about dropping castle from the name, so that my rebrand elevates Dalhousie to a modern luxury destination, something that is known for being a castle but can also expand beyond that.
A thought is that suites / rooms can be named after various famous people that are known to have frequented Dalhousie.
Initial logo ideas
Dalhousie
I'm looking at logos including a blue harebell - this is the flower that is the 'plant badge' of the Ramsay clan.
It feels like it fits into the fairytale element of a castle.
It feels like it fits into the fairytale element of a castle.
Shortlisted logos/marks
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Brand extension initial typography / logos
Orangery restaurant
The round O and the leafy addition are a subtle nod towards oranges.
Spa
The wave addition hints at relaxation and water.
Wedding venue
The tracking is reduced to show closeness & a ligature is added to symbolise two becoming one.
Dungeon restaurant
The D is shaped like a dungeon ceiling.
Overall vision board
INITIAL DESIGNS
