Fairmont Hotels, Accor Group

Serving new levels of luxury

Fairmont Hotels, Accor Group

Contributions

Naming, Brand Identity, Brand Architecture

Awards

Acoustic, Gold, The Transform Awards, 2024
Acoustic, Silver, The Transform Awards, 2024
Blue Cigar, Broze, The Transform Awards, 2024
Vaya!, Gold, The Transform Awards, 2024
Vaya!, SIlver, The Transform Awards, 2024

Industry

Hospitality, Luxury, Destinations

The Accor Group invited BOND to create the brands and stories of six new culinary adventures they were launching at the new Fairmont Doha.

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Situated in the Katara Towers, this majestic new flagship destination was a landmark in its own right. The Fairmont Doha definitely had an impressive location on its side. They wanted restaurant brands that also go above and beyond expectations.

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For over 18 months, we worked together to build the bespoke visual identities and brand narratives of the dining concepts for the Fairmont Doha and its sister hotel Raffles Doha to create a connection between these unique culinary experiences and the guests.

Cyra (a Persian word for “like the moon”) is nestled between the two curves of Doha’s new architectural wonder—a luxurious shisha experience in a botanical garden. Our approach was to extend this moonlit garden into our identity.

Our intricate brandmark inspired by this garden of botanicals under the night sky was developed from original illustrations of herbs and perfumed fronds of wild flowers by artist Melpomeni Chatzipanagiotou. Each one reflects the plants and flowers that grow in Cyra’s garden, the ingredients featured in the shisha menu, the fresh Levantine food and the zero-proof cocktail menu.

Dôme. Adding sweetness to an afternoon tea ritual. Every hotel worth its salt has a lounge. The Fairmont Doha’s is particularly impressive, even for a place where luxury is ubiquitous. It deserved to be famous.

The distinct curved glass roof that illuminates the chic atmosphere and sugar-light, Parisian-inspired afternoon teas led our thinking. The brand name we created? Dôme.

Embossed Dôme menu

The Dôme wordmark is inspired by the restaurant's architecture, which prominently features (you guessed it) a grand dome.

Printing by Imprimerie du Marais

Our design language and neutral palette represents a simple and sweet world immersed in sugar. Embossing inspired by melted, sculpted frosting and sugar sprinkles give each menu meaning.

Sweet delights in pastel shades

A whimsical photography style with pastel colour palette was developed for both the menus and the Dôme coffee table cake book.

Privée. Raising the bar for beach clubs. Our brand for the hotel’s island beach club was created around the effortless chic and carefully considered nonchalance of the Mediterranean.

Privée is a private spot where those in-the-know are invited to express their joie de vivre, day and night. The crystalline waters inspired our direction, as did the memorable sunsets that shift into starry skies. This is a brand that’s proud of its location, so abstract patterns to form silhouettes were directly taken from the shape of Qatar’s coastline.

Menu patterns shaped like Qatar’s coastline

A unique experience is hard to communicate without a powerful brand or compelling narrative. Privée draws on the exclusivity of high-end Mediterranean clubs, while forging an impactful vibe of its own.

Provok. A story of fire and ice. The new Asian restaurant in the Fairmont Doha was a space with more than its fair share of drama.

Two floors, two concepts. Two contradictory ambiances and two provocative experiences, where fire meets ice. An ice counter for sushi, sashimi and beyond, plus provocative Asian cuisine. It had to be clear to guests that this was a new experience.

What’s more, this brand needed to be big enough to potentially be rolled out to any one of the Fairmont Hotels worldwide.

This lifestyle destination is edgy and upbeat, dynamic and intense, yet refined and sophisticated—in other words, provocative. This led to the brand name: Provok.

Textured patterns inspired by fire, molten lava and ice gradients were created for a number of different touchpoints, from the different menus to social media and packaging.

Staying close to the restaurant’s vision, we made sure that the brand was seamlessly integrated with the incredible fire-and-ice-themed interiors, so guests could immerse themselves in this world of opposites.

Vaya! means “Let's go!” in Spanish and is a name that sums up the vibrant energy of this Latin Mercado. A colourful work of art in the restaurant by Pedro Rogerio appears in different ways across the brand.

Each character is the same but cleverly rotated

Our wordmark’s custom typography reflects the constant energy of the restaurant and marketplace. Each character is the same but cleverly rotated, mirroring the dynamic vibe of the space.

Pedro Rogerio’s art is revealed everywhere

“Working with Bond was exceptional. They understood quality and luxury in the hospitality sector, and presented us with creative solutions. Their attention to detail was impressive, and we highly recommend Bond to anyone in need of their services”

Christian Hirt

Managing Director, Raffles & Fairmont Hotels, Katara Towers Doha