Brief
Give Dalhouise, a 13th century luxury castle hotel and spa, a 21st century brand identity that captures the unique essence of the place, its history and values.
Dalhouise Castle
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Previous Branding
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Current Branding
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History
Other Luxury Hotel Research
Maybourne Hotel
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Four Seasons Hotel
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The Ritz London Hotel
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Other Hotel Branding
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The White Lotus - Fictional Retreat Branding
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Related Brands - like clothing and jewellery
Brand Strategy
Brand Mission
Creating the place where guests can step into a living fairytale, blending 800 years of heritage with immersive, story-driven luxury, becoming Scotland’s most enchanting castle experience.
Brands Core Values
Heritage - Present real Clan Ramsay history alongside fairytale-inspired storytelling.
Luxury - Rooms with subtle fairytale motifs: soft light, regal fabrics, whimsical accents
Immersive - Themed dinners like royal banquets and guided story-led tours with fact and fantasy
Nature - Seasonal fairytale-themed events
Target Guests
Primary
Tagline (Ideas)
Where Your Fairytail Begins
A Castle Made For Magic
A Storybook Stay Awaits
Write Your Own Fairytail - weddings
Timeless Beauty. Modern Luxury.
Font Pairings
Creating the place where guests can step into a living fairytale, blending 800 years of heritage with immersive, story-driven luxury, becoming Scotland’s most enchanting castle experience.
Brands Core Values
Heritage - Present real Clan Ramsay history alongside fairytale-inspired storytelling.
Luxury - Rooms with subtle fairytale motifs: soft light, regal fabrics, whimsical accents
Immersive - Themed dinners like royal banquets and guided story-led tours with fact and fantasy
Nature - Seasonal fairytale-themed events
Target Guests
Primary
- Couples seeking romance, proposals, honeymoons
- Destination wedding clients
- Luxury travelers who want story-driven experiences
- Families wanting magical escapes
- Content creators and photographers
- Fans of medieval fantasy, fairytales, and Scottish folklore
Tagline (Ideas)
Where Your Fairytail Begins
A Castle Made For Magic
A Storybook Stay Awaits
Write Your Own Fairytail - weddings
Timeless Beauty. Modern Luxury.
Font Pairings
I will be using three variations of the Cormorant family.
These fonts can represent medieval manuscripts, engraved signage, and history. Comorant Infant was designed with softer serifs and friendlier curves, making it more legible and approachable for body text. All from the same font family so the brand is cohesive.
These fonts can represent medieval manuscripts, engraved signage, and history. Comorant Infant was designed with softer serifs and friendlier curves, making it more legible and approachable for body text. All from the same font family so the brand is cohesive.
Design Ideas
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Possible Colour Combinations
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Final Colour Palette
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This design was inspired by patterns from William Morris, it's in the shape of a keyhole and I will use it for different branding assets like uniforms, letters and wayfinding.
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As for the keyhole shape, it was inspired by the Aventine Keyhole in Rome. Behind the green doors is a garden which can only be viewed through the keyhole. I want to use this shape to show the hidden beauty of Dalhousie Castle and their gardens.
atlasobscura.com/the-aventine-keyhole
atlasobscura.com/the-aventine-keyhole
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Star Pattern from the spa ceiling
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Repeated Pattern
Signs/Wayfinding
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Menu
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Room Amenities
Letterhead for Guests
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Whisky Brand
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The concept of this whisky is inspired by the Dalhousie Walled Gardens. For the drink honey will be taken from bee hives in the gardens and mixed into this whisky. Can also make beeswax candles and perfumes from the garden.
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Website
Version One
Version Two
Social Media
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Final Mockups
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