Us Designers and The Partners have collaborated in creating the identity, branding and interiors for start-up hotel group Globetrotter Inns, which targets young travellers and back-packers and aims to bring an up-to-date edge to the chain hotels market.
Globetrotter Inns will open its first site in Edinburgh on 14 July. This will be followed by properties in London and Dublin within the next 12 months. Further UK sites in York and Stratford upon Avon are planned and the company hopes to license the concept and franchise it throughout Europe over the next 18 months.
The Partners has defined and developed the identity for the company, while Us Designers will create interiors, graphics and a website, www.globetrotterinns.com.
According to Globetrotter Inns managing director Dale Clark, the concept was inspired by the market of 2.4 million back-packers who visit the UK each year. According to Clark the company aims ‘to provide a modern environment with an informal atmosphere where hygiene and safety are prioritised’.
The Partners creative director Nick Clark says the brand represents ‘four key values of imagination, humanness, independence and easiness’. The identity is based around an ‘earth boy’ character and the strapline, also created by the group, of ‘stay happy’.
‘The identity needed to have truth for the youth market, but also retain a professionalism for the parental element,’ Clark adds.
Us Designers design director Richard Brett says the group responded to the interiors brief with a ‘resourceful DIY approach’.
Both groups were appointed following a competitive pitch process earlier this year.