Fragrance Group is a Singapore-based property developer with a presence in Asia, Australia and Europe. They develop residential, commercial and hotel properties, and in the UK their focus is on the renovation of period properties into luxury hotels. Their team had carried out a large-scale heritage refurbishment of an iconic 155-year-old listed building in the heart of Liverpool, turning it from city council offices into a luxury four-star hotel.
As experts in brand development, creative concepts and content, DCX was approached to help develop a brand identity for the new 179-bed hotel. They required a logo mark and brand icon that would work well with their existing family of hotels, help tell a unique story for the hotel, and also to work within existing ‘M Gallery’ brand guidelines.