With 40 years of experience, Esprit de France has built an impressive hotel portfolio that defines its offering: historic hotels and residences located at the heart of key regions.

This is an offering that needed to be highlighted by giving it a mission and positioning consistent with Esprit de France's DNA, while firmly aligning it with an era where brands must play a role in society.

This is how Esprit de France became THE hotel brand that brings architectural heritage to life, allowing everyone to play a role in its preservation. A clear mission, and an effective positioning when addressing culture enthusiasts both in France and internationally.

When the business vision and communication strategy come together, it’s to better serve the brand's graphic construction.

Thus, our creative teams were able to base their work on a brand structure designed to enhance its readability. Three registers of discourse – heritage, attention to detail, and life – that helped create a distinctive graphic and editorial vocabulary.

By pulling on the thread of this reflection, at the heart of the brand, the team created a design system adapted to all uses and media, capable of supporting both brand messages and promotional needs.

Another challenge met: the new branding, made available to a wide variety of establishments, is optimized for the individual communication of each hotel.