Building on Idiosyncrasy

Scottish hotel The Fife's Arms has adopted an extremely fluid identity that ties it firmly not only with its own history, but also its place in the community of its home city of Braemar. It also plays with what identity used to be compared to what it is expected to be today. Here Design created the new identity.

“At a time when many brands are stripping back their identities and adopting a more neutral and international style,” says Mark Paton, creative partner at Here Design, “we were inspired by [the owners'] desire to take reference from a specific regional and local visual history that was much more variable and idiosyncratic that we are used to today.”

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