Hand Picked Hotels has unveiled a new visual identity for its two Jersey hotels in an effort to showcase the character of the brand.
The new look and feel for the AA Five Star Grand Jersey Hotel & Spa and the AA Four Red Star L’Horizon Beach Hotel & Spa coincides with an upgrade of the brand’s loyalty club which has been re-launched under a new name, Privilege Rewards.
The new visual identity for Hand Picked Hotels features a colour palette of heritage and earthy tones and adopts a scrapbook effect of hand written fonts, polaroid-style images and a collection of mementos designed to communicate the warm and welcoming personality of the brand and reflect its sense of occasion. The project encompassed an overhaul of the brand’s printed materials, brand website and all digital communications in addition to updating the individual hotel logos with modern typography.
Julia Hands, Chairman and CEO of Hand Picked Hotels, commented on the brand refresh: “Our grand hotels, by their very nature, have always attracted guests who are in search of something special – a unique setting for a romantic break, celebration or business event that takes them beyond the everyday. More than ever, our guests of today are experience seekers who want to capture precious moments, but who equally want to feel relaxed, at home, and emotionally connected to the brands they choose. With the desire to continually move forward and reach new customers, it felt like the right time for us to contemporise our brand and create a stronger alignment between the exceptional experiences we offer and our brand communications.”
New benefits for Privilege Rewards members include access to exclusive room rate discounts plus the opportunity to book upgraded bedrooms with loyalty points. Members can earn 1 point for every £8 spent at Hand Picked Hotels and can redeem points on overnight breaks and dining experiences across the group. Gold level membership for frequent guests also includes a complimentary welcome drink, a room upgrade, a late check out, discounts on Spa treatments and faster points-earning potential.
Simon Miller, General Manager of Hand Picked Hotels Jersey added: “We have an ongoing programme of renovations and upgrades at both of our hotels and have just completed a fantastic £500,000 renovation of The Terrace at L’Horizon. However, we are equally committed to making sure we focus on all those smaller, special ‘Hand Picked’ touches that define who we are as a brand.
“I think our new look loyalty scheme is a great for anyone using our hotels. It allows guests to enjoy our spas, restaurants and hotels here in Jersey and giving them the option to redeem the points and benefit from discounted accommodation, meals or spa treatments in any of our hotels including those across the UK.”
The new visual identity for Hand Picked Hotels can be seen on the brand website handpickedhotels.co.uk