CROMLIX REBRANDS & RELAUNCHES AFTER MAJOR REFURBISHMENT
Cromlix, the five-star independent hotel in Dunblane, Scotland, has recently reopened after extensive refurbishment and rebranding, supported by creative and digital marketing agency, 80 DAYS.
Owned (and now managed) by Kim and Andy Murray and family, Cromlix comprises 5 suites, 10 bedrooms and a 1-bedroom private Gate Lodge. During the last few months it’s undergone an extensive interior refurbishment and restoration project, lead by Kim, to fully embrace a relaxed country house aesthetic.
However, it’s not just the building that’s been refurbished. With an abundance of energy and ideas, Kim and the team enlisted 80 DAYS to take a strategic approach to brand development, supported by market insight. We’ve worked closely with Kim and the team to help reposition and relaunch the Cromlix brand alongside the spectacular new restaurant; The Glasshouse.
We began with extensive market research into UK country house hotels and canvassing wider opinion of the Cromlix brand; what were the opportunities and what perceptions did we have to change? Central to the strategy was increasing brand awareness, through differentiation on their brand positioning, improving the distinctiveness of their visual identity and absolute clarity on their target demographics.
Collectively, this helped to inspire a completely new brand positioning strategy and brand identity, including a new logo and distinctive visual style, with hand-drawn illustrations, all centred around the outside informing the inside. The essence of ‘elegance undone’ was also a key part of the approach. This was part informed by Kim’s vision and also the research that showed a gap in the market for a country house experience where ‘luxury can be re-imagined’.
The new branding extends to signage and collateral within the hotel and even the naming of rooms. Flora and fauna surrounding the hotel is reflected in room names including Lavender, Viola, Thyme, Rosemary and Verbena. Even the logo was inspired by the Virginia Creeper which adorns the building’s turret. A new website, celebrating the new branding and incorporating new photography and videography launched in mid-May.
“The goal for the branding was to really capture the essence of this beautifully reinvigorated historic building that is truly inspired by the natural environment it sits within. The visual identity needed to feel elegant and sophisticated but also warm and inviting, to capture Kim’s vision for the business” explains Dan Haythorne, Design Director at 80 DAYS.
Kim echoed Dan’s enthusiasm… “We are so pleased with the new identity for the hotel. It captures the luxurious elegance of what is on offer here, and the hand-drawn illustrations reflect the really personal and warm approach we provide to every guest at Cromlix. “
"We are so pleased with the new identity for the hotel. It captures the luxurious elegance of what is on offer here, and the hand-drawn illustrations reflect the really personal and warm approach we provide to every guest at Cromlix."
Kim Murray
Cromlix is a member of Luxury Scotland, curators of the best in Scottish hospitality and also recently joined UK independent hotel collection, PoB Hotels.
This is the just the beginning of a new chapter for Cromlix. Future plans include the introduction of 9 luxury woodland cabins in the grounds of the hotel, the largest of which will feature 3-bedrooms, a games room and rooftop terrace.
About Cromlix
Luxurious, by nature. Cromlix is a Scottish 5-star country house hotel, owned by Kim and Andy Murray, set in 34 acres of secluded woodlands and garden grounds, near to Dunblane in Scotland.
About 80 DAYS
80 DAYS is an award-winning, full service creative and digital marketing agency that specialises in hospitality, working with some of the world's most respected hotel and travel brands.