Hand Picked Hotels has adopted a new visual identity for its collection of 20 four-AA-star properties and relaunched its loyalty scheme under a new name, Privilege Rewards.
The new look, created by Jack Renwick Studios, is part of an overhaul of all the country house hotels group's printed materials, brand website and digital communications, as well as the updating of individual hotel logos with modern typography.
The new visual identity for Hand Picked Hotels features "a colour palette of heritage and earthy tones and adopts a scrapbook effect of hand written fonts, Polaroid-style images and a collection of mementos designed to communicate the warm and welcoming personality of the brand and reflect its sense of occasion".
Chairman and CEO Julia Hands said: "It felt like the right time to contemporise our brand and create a stronger alignment between the exceptional experiences we offer and our brand communications."
New benefits for Privilege Rewards members include exclusive room rate discounts and upgrades with loyalty points. Members earn one point for every £8 spent and can redeem points on overnight breaks and dining experiences across the group. Gold level membership for frequent guests includes a complimentary welcome drink, room upgrade, late check out, spa discounts and faster points-earning potential.