illustration by London hotel branding design agency

One Hundred Shoreditch

Shoreditch is constantly evolving. Over the past two decades, it’s transformed from the gritty East End, known for its pubs and all-night parties into a thriving destination for renowned chefs and some of the city’s most coveted dining spots. Today, it blends its rougher roots with a more refined, contemporary feel. One Hundred Shoreditch was conceived at a time when that shift felt most apparent, and its presence in the heart of E1 still defines that change. We were appointed to establish a brand identity system that would unify the multiple spaces throughout the venue and tell its story in a unique way.

HOTEL BRAND IDENTITY
COPYWRITING
BRAND GUIDELINES
DESIGN FOR PRINT

Graphic asset for One Hundred Shoreditch made up of four shapes in four colours, hand painted on paper background
Room at One Hundred Shoreditch featuring large abstract canvas painting and minimalist aesthetic
Wordmark logo for One Hundred Shoreditch set in black on a cream background

We were influenced by the Bauhaus movement’s emphasis on minimalism and the harmonious integration of form and function when crafting the hotel’s brand identity. The Bauhaus approach encouraged the use of clean lines, geometric patterns, and the elimination of excess ornamentation, which aligns with the hotel’s aesthetic of sleek, modern design combined with bespoke artistic elements. By preserving the raw structure of the former Ace Hotel and adding thoughtful touches like bespoke artwork and strategic pops of colour, we created a visual language that is both practical and beautiful—echoing the Bauhaus belief that art and design should enhance everyday life.

Tote bags for One Hundred Shoreditch created as part of the suite of collateral when applying the new brand identity by Colt
Key card and key card holder for One Hundred Shoreditch created as part of the suite of collateral when applying the new brand identity by Colt
In-room directory newspaper for One Hundred Shoreditch created as part of the suite of collateral when applying the new brand identity by Colt
white umbrella for One Hundred Shoreditch created as part of the suite of collateral when applying the new brand identity by Colt
Coffee shop interior design at One Hundred Shoreditch hotel in London
paper takeaway bag for One Hundred Shoreditch coffee shop created as part of the suite of collateral when applying the new brand identity by Colt
Business card for One Hundred Shoreditch coffee shop created as part of the suite of collateral when applying the new brand identity by Colt
coffee cups for One Hundred Shoreditch coffee shop created as part of the suite of collateral when applying the new brand identity by Colt
Coasters for One Hundred Shoreditch lobby bar created as part of the suite of collateral when applying the new brand identity by Colt
interior design of the lobby bar at One Hundred Shoreditch hotel in London
menus for One Hundred Shoreditch obby bar created as part of the suite of collateral when applying the new brand identity by Colt
matches for One Hundred Shoreditch rooftop bar created as part of the suite of collateral when applying the new brand identity by Colt
candle for One Hundred Shoreditch created as part of the suite of collateral when applying the new brand identity by Colt

Drawing inspiration from the clear Bauhaus influence seen in both the hotel’s existing wordmark and interiors, we developed a dynamic graphic asset composed of four distinctive shapes. When combined, these shapes symbolize the entire hotel, yet each can stand alone to represent specific hotel areas, offering flexibility in their application. The colour palette and overall aesthetic closely mirror the interior design direction, ensuring the brand identity complements the space rather than competing with it. This cohesive visual language extends across various collateral—from menus and coasters to take-away bags and cups—creating a consistent and immersive brand experience that feels integrated with the hotel’s environment.

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