Qbic have a desire to do good. Their affordable hotels encourage individuality and change – their London and Amsterdam hotels are the greenest in both cities. They needed a distinctive identity that would match their ambition and drive the business forward.
Branding agency Ragged Edge were brought in, and created a brand based on an emotion-led concept – ‘Welcome Character’ – empowering the treatment of guests as individuals, not room numbers.
The visual identity is inspired by the hotel’s physical layout, and the coming together of different people and ideas. The tone of voice embraces the guests’ quirks and eccentricities. Motley, the all-day restaurant located at Qbic’s London hotel, has its own sub-brand with a distinct character.