Seren, which means ‘star’ in Welsh, is the name behind a growing portfolio of distinctive and highly successful enterprises in luxury hospitality.
Within the hospitality industry Seren is gaining a burgeoning reputation as creators of distinctive brand propositions.
The expanding portfolio includes The Grove at Narberth, a boutique hotel voted The Sunday Times Hotel of the Year in 2020 and three of the finest restaurants in Wales: The Fernery, Coast and Michelin starred, Beach House.
We were delighted to be asked to work across all of these brands, helping to define and carefully articulate their individual characters to ensure the most compelling communication of each. Our brand essence-ing started with interviews and workshops with management, executive chefs and staff at every level across the whole organisation, helping us to understand how the culture manifests itself in the products and service that guests enjoy.
This work is currently shaping web development, photography and videography for the consumer facing businesses, but as part of this process a decision was taken to undertake a refresh of the Seren brand itself which acts as a low-key endorser brand and is important for B2B marketing.
The new identity is intended to reflect pride in the brand’s heritage and echo qualities that the team feels is important, such as being considered, Celtic and having a gentle touch.
Examples of the new identity are what you see here.