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Fife Arms Hotel

Brand Identity, Print, Product Design, Signage

Located in the village of Braemar in the Scottish Highlands, The Fife Arms is a reimagined Victorian coaching inn from the co-founders of acclaimed global gallery, Hauser & Wirth. Bringing together Scottish heritage with world-class contemporary art, we were tasked to create a brand identity that embraced the rich visual history of the area along with the hotel’s outlandish interior design.

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Supported by a local group of historians, our starting point was to explore Braemar’s rich visual history through the ages. Inspired by their collection of local ephemera, such as catalogues, letters and The Fife Arms’ original signage, our design uses a characterful mix of typefaces, colours and illustrative styles.


One of the places this character is most prominent is in Fife’s room books. A collection named after every room in the hotel, containing not only the room key, adorned with a solid bronze Scottish fresh water mussel but a bespoke booklet full of fables and tales that explain the stories behind the rooms’ designs.

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