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STRATEGY’S BRAND IDENTITY DESIGN FOR ROYAL ST ANDREWS HOTEL

Once an icon in hospitality, the Royal St Andrews Hotel in Port Alfred housed royalty and rank bearers of His Majesty’s Royal Navy.
Originally built in 1929 and steeped in rich luxurious history, the hotel’s new owner ambitiously embarked on restoring this icon to its former status and creating a connection with modern travellers.
To meet the needs and demands of the modern luxury traveller, owner, Mr Bekker, undertook a three year project that saw a beautiful juxtaposition of the original Tudor style design with modern architecture, resulting in a mesmerizing, character-filled destination. We then developed brand architecture and an identity that would signal the change - one that could match the expectations of guests seeking a luxurious getaway.
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Inspired by the vision, we created an identity that linked this merger of contrasting periods, symbolizing traditional style and values with modern luxury.
We then extended this into unique identities for the various on-site facilities.
With full occupancy during the holidays, the Royal St Andrews Hotel has received positive feedback from visitors since opening and the brand is now strongly associated with 'local luxury', placing the hotel at the top of guests’ destination consideration lists.
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