Book a break

Brochures for luxury resorts rely on an understated, elegant formula, says Sara Manuelli. After all, quality speaks for itself

The use of precious materials in the printed material is a case to the point. Menus for the Stables Restaurant, the more familial, casual restaurant of the three on-site, are made in saddle leather with the stamped Grove logo on them. Good quality, uncoated paper stock gives a ‘softer and not so in-your-face’ feel, says Bone. In Colette, the more expensive restaurant, menus are bound in chocolate brown calf leather, while the wine menu is encased in a suede cover. The restaurant logo is purposely designed in a sophisticated 1920s style, a nod to the Grove’s past heritage as the Earl of Clarendon’s party country home.

Humour is also used in the luxury package, in a bid to reinforce the non-stuffy, friendly service. Copywriter Howard Fletcher worked with Four IV and the Grove to come up with straplines like ‘Up with the Lark’ and ‘Out with the Owl’ for the bedrooms. Produce from the kitchen garden and fruit trees is packaged into ‘own-brand’ preserves, with labelling by Four IV. Packaging seems to be a bit of a ‘side business’ for Mody-Clark too, who will soon roll out a range of Shambhala Spa products to be placed in all the Como Hotels and Resorts.

So when that break is over and you are back in Blighty, those precious packaged items could serve as a memento of your dream holiday.

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