From Consistency to Cohesion
Capella Hotel Group has been consistently named No.1 Best Hotel Brand in the World by Travel + Leisure (2023, 2024, 2025). Growing fast among luxury leisure travellers, Capella needed a way for on-the-ground teams to express the nuances of the brand consistently, effortlessly.
More Keys, One Voice
Growth brings complexity, and without clear guidance, each department may interpret things differently, easily diluting the core brand over time. This misalignment inevitably erodes the guest experience.
Behind the Moments That Matter
PEOPLE & PLACES
Most large companies have brand strategy and brand guidelines, but in moments that matter, they’re not built for frontline realities. We identified where execution fell short, then extended Capella’s frameworks into practical guidance any property could use to express the brand anywhere in the world.
For identity and brand management, we translated high-level principles into tools that teams could adopt intuitively:
Image Language: A defined visual point of view, ensuring every image feels uniquely Capella.
Film Storytelling: How a Capella story begins, unfolds, and leaves its mark.
F&B Guidelines: From concept to character, a playbook for shaping on-site dining brands.
Digital Templates: Easy-to-use assets that keep execution sharp and consistent across platforms and partners.
Outcomes
In luxury hospitality, the difference between good and great is in the moments guests remember. For Capella, brand strategy and identity would have been incomplete without the toolkits to bring them to life. These detailed frameworks gave marketing teams the confidence to act on-brand without hesitation, and gave external partners the clarity to create in harmony with the Capella ethos.
By expanding a top-level set of brand guidelines into practical, on-the-ground usages, Capella can now scale without losing its soul. New teams and vendors absorb and express the brand seamlessly, ensuring a consistent guest experience across every property—from the flagship to the newest opening.