The Hermitage Hotel rebranding by Mucca, US
The Hermitage Hotel rebranding by Mucca, US
The Hermitage Hotel rebranding by Mucca, US
US – The iconic Hermitage Hotel unveiled a new face that is fresh and playful while echoing the Nashville-based hotel’s rich history.
The Hermitage Hotel has collaborated with creative studio Mucca to modernise its visual identity while celebrating its past. The hotel, which is classified as a National Historic Landmark, played a role in advocating for women’s rights in the 1920s.The updated branding is a nod to the past, namely through a new customised typeface called Suffragette and the use of bright yellow, a colour symbolising the movement. The hotel’s messaging is adopting a laid-back tone; for instance, swapping traditional ‘Do not Disturb’ door hangers for ‘No, thanks’ or ‘Please tidy up my room’ for ‘Yes, please’.
‘We were able to honour the original spirit of the building, using the right mix of reverence and irreverence to help it reclaim its moment in history,’ explains Mucca founder Matteo Bologna. An increasing number of luxury institutions want to see their Heritage Refashioned, but striking the right balance between brand legacy and relevance for tomorrow’s consumers can be a challenge.
Strategic opportunity
Younger consumers value heritage, but in order to resonate with this generation it is crucial that brands speak their language when communicating what they stand for
