AB is a family owned hotel group with well known properties that until recently represented two sides of the British experience, the London pied-à-terre and the charming country house. Five Lakes is a new branded addition to the portfolio that offers a country estate experience with superlative grounds and event spaces.
To create three distinctive and modern hotel brands that sit confidently under the parent group yet convey their own unique character.
By capturing the grace and quintessential British experience of the brand and complementing the period properties with a contemporary twist in their visual identities, they have repositioned themselves within the sector. Improvements in operations, environment and the complete range of marketing materials helped to deliver unified yet personalised stories for each property.