Project No.36
Hotel Branding, Melbourne Australia

Royce Hotel

Someone once said a great hotel is a memorable hotel. More than just a place to stay, it should be an opportunity to be taken away... to escape to another place. The Royce is inspired by the age of glamour; a time when opulence reigned supreme, flamboyance was celebrated and the trappings of wealth were on display. A time when hotels were places for celebrations, gala events, secret rendezvous and indulgent breaks. There were bellboys, discrete concierges, and Presidential suites because Presidents actually stayed there. Champagne flowed, the house jazz band played and the bar manager knew you by name.

Welcome to the new Royce Hotel.

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Don't do anything we wouldn't do...

A Playful Revival

The new Royce revives the golden age of hotels, and with the new brand, we leave the stiff collars and plums in mouths behind. We celebrate the flamboyance of high society, but with a touch of irreverence; we entertain guests with a light-hearted poke at the pomposity of yesteryear, giving them license to have some fun, splash out and spoil themselves. Because living a little never goes out of style.

GO ON, LIVE A LITTLE
AT THE ROYCE

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It's OK to enjoy a little excess...

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A Brand Experience

Modern hotels need to be more than just a place to stay. They need to be an experience – something memorable, and with meaning. It all begins with a story – something The Royce has in spades. The architectural and historical significance of Kellow’s original showroom was recognised with a Heritage Victoria listing in the 1980s. This ensured the protection of the ornate Spanish Mission features when the building was redeveloped as the luxury Royce Hotel in the 1990s.
          The stunning renovation draws inspiration from the Hollywood flamboyance and the spirit of indulgence of the Roaring 20s. A lavish ballroom, indulgent eateries, an over-the-top bar and opulently appointed rooms mark a return to greatness for The Royce.

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Brand Narrative — a Return to Greatness

Much like the Tom Collins cocktail, the original is always the best. No idiosyncratic twists, no interpretations. The pure, unadulterated original. Who are we to argue? The Royce is a return to ‘classic’. A quintessential hotel vibe. But not in a boring, stuffy encyclopedia kind of way. The golden era of hotels where a touch of flamboyance and indulgence meets honest, personalised service.
          How best to summarise it? For us, it was all about greatness; bringing back the greatness. In this era of mediocrity, the new Royce proudly pursues the exemplary, applauds originality and celebrates the fabulous. It’s a never-ending quest that inspires customer service, adds originality and character to menus and a unique flavour to the hotel.

The Royce has a quintessential hotel vibe with added theatre and a sense of ‘escape’ which takes guests on a journey to different times.

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Anything worth doing... is worth overdoing

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Intelligent and quick-witted copywriting is a defining characteristic of our work. Whether it's leveraging a little humour, or perhaps being a touch provocative, we always make it memorable. The additional personality and rich layers of storytelling contribute important depth to the brands we create. 

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Royce Hotel ♥ GOLD Award Winner ♥ Australian Design Awards ♥Royce Hotel ♥ GOLD Award Winner ♥ Australian Design Awards ♥Royce Hotel ♥ GOLD Award Winner ♥ Australian Design Awards ♥

Work Completed

End–to-end; brand strategy, brand identity, photography, website design, menu design, illustration, external signage, wayfinding signage, print collateral

MOBILE

Project No.36
Hotel Branding, Melbourne Australia

Royce Hotel

Someone once said a great hotel is a memorable hotel. More than just a place to stay, it should be an opportunity to be taken away... to escape to another place. The new Royce is inspired by the age of glamour; a time when opulence reigned supreme, flamboyance was celebrated and the trappings of wealth were on display.
          With the new brand, we leave the stiff collars and plums in mouths behind. We celebrate the flamboyance of high society, but with a touch of irreverence; we entertain guests with a light-hearted poke at the pomposity of yesteryear, giving them license to have some fun, splash out and spoil themselves. Because living a little never goes out of style.

Brand Narrative — a Return to Greatness

Much like the Tom Collins cocktail, the original is always the best. No idiosyncratic twists, no interpretations. The pure, unadulterated original. Who are we to argue? The Royce is a return to ‘classic’. A quintessential hotel vibe.
          The Royce has added theatre and a sense of ‘escape’ — taking guests on a journey to different times. It was all about greatness; bringing back the greatness. In this era of mediocrity, the new Royce proudly pursues the exemplary, applauds originality and celebrates the fabulous. It’s a never-ending quest that inspires customer service, adds originality and character to menus and a unique flavour to the hotel.

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Work Completed

End–to-end; brand strategy, brand identity, photography, website design, menu design, illustration, external signage, wayfinding signage, print collateral

Project Insight

Royce Hotel Brand Photography? 
Learn more here  ↗

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Brands for Places, Spaces and the Makers ™Brands for Places, Spaces and the Makers ™Brands for Places, Spaces and the Makers ™Brands for Places, Spaces and the Makers ™

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Assembly transforms businesses, services and products through the power of brands. We work at the intersection of strategy, identity, communications and content. Far more than mere aesthetic, our role is holistic — helping our clients understand their offer and shape it for the marketplace.

Visit 11-13 Cubitt St Cremorne VIC 3121 AU 
Email hi@assemblybranding.au 
Call +61 3 9600 2220 
Stalk us Instagram, LinkedIn 
Typography ABC Diatype, Quadrant Mono
Copyright Assembly Branding® 2024

MOBILE

Assembly transforms businesses, services and products through the power of brands. We work at the intersection of strategy, identity, communications and content. Far more than mere aesthetic, our role is holistic — helping our clients understand their offer and shape it for the marketplace.

Visit 11-13 Cubitt St Cremorne VIC 3121 AU
Email hi@assemblybranding.au
Call +61 3 9600 2220
Stalk us Instagram, LinkedIn
Typography ABC Diatype, Quadrant Mono
Copyright Assembly Branding® 2024

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