The Grand Hotel
The mission
The Grand Hotel has been at the heart of Malahide since 1835. As the hotel prepared for an exciting new chapter under FBD Hotels & Resorts, there was an opportunity to redefine what made it truly special before embarking on a comprehensive refurbishment.
Our challenge was to uncover the character, stories and traditions that had shaped generations of guests, creating a brand strategy that honoured the hotel’s colourful history while giving it a clear vision for the future.
The transformation
Through qualitative interviews with guests, staff and key stakeholders, we uncovered the rich DNA that has defined The Grand for almost two centuries. These insights informed a strategic workshop where we developed a shared set of brand values and a positioning rooted in the sunny spirit of the coast.
Distilled into the tagline Love the Grand Life, the strategy celebrated everything guests had always loved about the hotel while creating a platform for the next generation of travellers to make it their own.
The reimagined brand came to life through:
- A vibrant visual identity inspired by the hotel’s warmth, personality and Victorian heritage, featuring a distinctive monogram, nostalgic typography reminiscent of holidays by the sea and a bespoke pattern derived from the hotel’s architectural details
- A comprehensive brand playbook designed to shape every stage of the guest journey
- A family of distinctive food and beverage concepts, including South Bank Bar and The Marksman, each with its own unique name, story and sense of place
- A naming strategy for the restored original building, reintroduced as The Phoenix Wing, with individually named suites that elevated the premium accommodation offering
The result
The Grand entered its next chapter with a brand that felt every bit as authentic as its history, while providing a clear foundation for the future.
By uncovering the stories at the heart of the hotel and translating them into a cohesive guest experience, the brand now captures the unique character that has made The Grand a cherished part of the Malahide community for generations.
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