Maybourne Hotel Group, owner of some of the world’s most prestigious luxury hotels, has launched a new brand identity and strategy created by FutureBrand London. 

The rejig aims to turn the Qatari-owned group into a consumer-facing luxury global brand; previously it was content to remain out of the public eye.

At the heart of the new identity is the exquisite Maybourne Tapestry, weaving together the unique stories of each property in the group. Created in collaboration with illustrator Martha Walmsley, the tapestry features intricate artwork depicting iconic motifs from each hotel, including Art Deco-inspired butterflies from Claridge’s 1920s décor, the famous Connaught Martini glass, and Sicilian lemons, a nod to the Riviera. The tapestry will be a recurring theme across the group’s new brand collateral, including merchandise. 

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A new brand architecture distinguishes between two categories of properties  – ”storied” hotels such as Claridge’s, The Connaught, The Berkeley and The Emory and Extraordinary Maybourne Hotels such as The Maybourne Beverly Hills and The Maybourne Riviera.

The new identity features a bespoke ‘M’ monogram, the name in a custom font and a new colour palette, with a contemporary take on traditional British racing green.