CASE STUDY
Building a dream - Strategic branding and design for the Corniche Azur 5* Boutique Hotel & Brasserie
Client Overview
Corniche Azur is a luxury boutique hotel and brasserie located in Eze, a picturesque town on the French Riviera. The project aimed to create a unique hospitality experience, blending relaxed luxury with authentic local charm to offer guests a more intimate and enriching experience compared to the typical tourist offerings in the region.
Project Brief
Commissioned by the owner of the property, I was tasked with leading the strategic branding for both the hotel and its accompanying brasserie. The goal was to develop two distinct yet complementary visual identities and brand stories that would appeal to both international travelers and local clientele, ensuring the hotel stood out in a competitive luxury market while maintaining an inviting, down-to-earth atmosphere for the brasserie.
Initial Concept Development
My journey began on-site, long before the hotel was constructed. I visited the grounds of the future property and experienced the building process firsthand. I found it fascinating to witness the mechanics of construction while listening to the owner’s vision. This early immersion helped me understand the owner’s desire to create a relaxing, non-pretentious luxury environment—one that would feel like a “home away from home” for guests.
Brand Strategy & Positioning
Through several in-depth meetings with the client, we worked together to define the brand’s core values, target market, and the tone of voice that would resonate with potential guests. The hotel’s focus was on offering a luxurious but approachable experience—high-end service and amenities at a fraction of the typical cost of similar properties in the region. This was central to the brand positioning and guided many of our design choices.
Key objectives included:
Brand Identity Development
One of the most challenging aspects of this project was the creation of two complementary visual identities—one for the hotel and one for the brasserie. Both needed to reflect the essence of the location and the target market but in distinct ways.
1. Hotel Identity
The hotel was positioned as a luxury retreat with a distinctly French Riviera aesthetic. To convey this, I explored the region’s history and its cultural symbols, drawing inspiration from traditional elements such as the “pointu” boats, iconic to the Côte d’Azur. The visual identity incorporated a sophisticated, classic French typeface, complemented by a refined color palette inspired by the tricolore of the French flag. This choice evoked a sense of timelessness, elegance, and connection to the local heritage—appealing particularly to international visitors from the UK and US.
2. Brasserie Identity
The brasserie had a different mission: to be inviting, accessible, and appealing to local French families. The goal was to create an atmosphere that was relaxed yet stylish, with a focus on quality without pretension. The brasserie’s identity needed to feel welcoming to both locals and hotel guests. I chose Bodoni, a feminine, refined typeface, paired with a softer, warmer color scheme. This combination helped the brasserie feel elegant but not overly formal, making it attractive to a broad range of clientele, including families.
Key Design Challenges & Solutions
The two main identities had to work in harmony yet reflect the different moods and audiences of each space. Creating a brand that was sophisticated yet unpretentious for the brasserie, and creating a traditional, high-end yet accessible identity for the hotel, posed a unique challenge. The solution lay in balancing luxury with approachability—showcasing the hotel’s rich cultural ties while ensuring the brasserie remained contemporary and family-friendly.
Another challenge was the introduction of a highly unique brunch offering at the brasserie, one that would start early in the morning—a departure from the typical late openings in the area. This required not only a rethinking of the service offering but also its marketing to communicate the concept effectively to locals without alienating international guests.
Final Deliverables
• Brand Strategy Document: A comprehensive overview of the brand’s positioning, tone of voice, and audience.
• Hotel Visual Identity: Logo design, color palette, typography, and style guide that captured the chic, Riviera-inspired aesthetic.
• Brasserie Visual Identity: A lighter, more approachable design, complete with logo, typography, and color palette that appealed to local clientele.
• Brand Collateral: Business cards, brochures, and social media templates to ensure consistency across all touchpoints.
• Consulting on Interior Design: Offering guidance on the sourcing of furniture, fittings, and materials that reflected the brand’s core values.
Challenges & Lessons Learned
The project proved to be an exciting yet highly complex undertaking due to its size and scope. My role expanded far beyond that of a traditional brand designer, requiring me to step into the realms of PR, marketing, and even interior design consulting. Working so closely with the client allowed me to ensure that every detail of the brand—from the exterior design to the smallest of touchpoints—was aligned with the brand’s vision.
However, as with many large projects, unforeseen budget constraints meant that, unfortunately, the project was put on hold before full implementation. Despite this setback, the groundwork laid for the brand’s strategy and visual identity remains a significant achievement.
Conclusion
The Corniche Azur project was an ambitious and deeply rewarding experience. It challenged me to think beyond the traditional confines of brand design and forced me to adapt my skills to a larger-scale, multi-faceted project. Although the hotel and brasserie have not yet opened, the brand identity work is a reflection of the owner’s bold vision and commitment to offering a truly unique and memorable experience on the French Riviera.
