EPICURIAN HOUSE
You’re never too old to rebrand.
Travel makes memories. Maybe that’s because memories are so deeply linked to the senses. This was the insight that inspired Team Santi’s latest hospitality concept, Epicurian House, a multi-city, boutique hotel concept designed to create lasting memories by catering to and pampering the five senses. Don’t just enjoy your stay, experience it on a whole new level at Epicurian House.
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Brand Strategy
Messaging
Positioning
Brand Identity
Motion Design
Typography
Logo Design
Brand Voice
Site Design
Social Creative
The Epicurian Key is our logo that is a direct invitation for guests to unlock their ideal sensory experience.
Though the overall market size of the boutique hotels industry has declined slightly over the past five years, it’s projected to grow by as much as 36.1% in 2022. The pandemic is largely over, and after two years of scaled back social lives and limited travel, people are more eager than ever to get out there and experience something beyond ordinary.
Small, independent boutique hotels are uniquely positioned to deliver the unexpected. Smaller chains such as Soho House and Ace Hotels have done an excellent job of offering travelers a trendy alternative to the luxurious, but cookie cutter hotel format of larger chains such as Hilton, but Team Santi wanted to take that sense of wonder and luxury further by offering delight beyond the visual.
The name of this new chain needed to be evocative of the experience it was designed to create. To be “epicurean” means that one is “fond of or adapted to luxury or indulgence in sensual pleasures. Having luxurious tastes or habits, especially in eating and drinking.”
Team Santi identified the term as a near perfect fit. Even beyond the definition, we liked that the word began with “epic,” was easy to say, and had an heir of refinement. To dial up the ownability and uniqueness of the term, we switched out the second “e” for an “i”, and followed it up with “House” to speak to the hotel’s small, intimate, boutique origins.
Brand Name
StoryBrand Framework
Brand Storytelling
Naming Workshop
Trademark Alignment & POV
Story and Name Origins
Next we needed a logo that would bring the luxury and indulgence of the Epicurian House experience to life visually. Team Santi’s logo is comprised of ligatures and a sophisticated typeface that conveys a feeling of personality and style. Whereas “epicurian” is displayed in an elegant serif font, “house” takes on a sans serif in a subtle nod to the brand’s overall typographic style that also speaks to the concept of variety.
The the dots above the “i” in “Epicurian” have also been customized to take on a pentagon shape, with sides of varying length, to evoke the five senses and the unexpected experiences one can expect to find throughout their stay. In larger formats and photography, the pentagonal tittle is meant to represent a keyhole through which someone can catch a glimpse of the secrets Epicurian House has in store, secrets that can be unlocked with our mark/monogram.
Like all successful modern brands, we also wanted to create a mark that could thrive in the digital space. The custom EH monogram doubles as a key, alluding to the hospitality experience and the idea that Epicurian House is your key to unlocking a whole new world of luxury and enjoyment. The mark can also be animated and varies in size depending on the channel and context it’s presented in.
Beyond our word marks, the brand’s typography is intentionally eclectic, playing to a variety of type styles and weights. This, of course, continues to build on our story of experiencing the unexpected throughout your stay.
Overall, the visuals of Epicurian House are intended to make you feel something before you even enter one of our hotels. They’re meant to spark feelings of wonder, curiosity, refinement, and intrigue for what a sensory hotel might have in store.
Brand Visuals
Brand Storyboards
Visual Identity
Graphic Elements & Illustration
Typography
Art Direction
Brand Guidelines
Photography
