St. James’ Court, A Taj Hotel is a Victorian masterpiece complete with its famous Shakespearean Courtyard, is located in the heart of London adjacent to Buckingham Palace and Green Park. The hotel earlier managed by Crown Plaza will now be operated and marketed by Taj Hotels and is rebranded as St. James’ Court, A Taj Hotel.
The branding and design team’s challenge was to position it as a hotel with a rich heritage, backed by the quintessential contemporary Taj hospitality. Drawing inspiration from the hotel’s classic English heritage, coupled with the service excellence of the Taj group, a new brand mark and design system was developed which featured key elements from the hotel’s unique and original Shakespearean frieze, and other architectural details. Bespoke illustrations along with a distinctive colour palette were used to retain a refreshing English charm across collaterals and signage to communicate a sophisticated yet warm and contemporary brand.
Over 100 collaterals were designed including stationery, promotional collaterals, amenities, service and communication collaterals amongst others. This is the first project delivered through Tata Elxsi and Brash Brands (a leading brand consultancy)
Commenting on the rebranding Nick Talbot – Global Design Head, Tata Elxsi said, “We are proud to have worked on such an iconic hotel which is known for its classic English heritage and grandeur. The challenge while rebranding was to not just retain the legacy of the Hotel, but to also portray the service excellence of the Taj group by making it look contemporary and relevant for both business and leisure travellers. We believe the rebranding would help the Taj group to continue to redefine hospitality and deliver the quintessential Taj service in future.”
About Tata Elxsi
Tata Elxsi is a global design company that blends technology, creativity and engineering to help customers transform ideas into world-class products and solutions. A part of the $ 100 billion Tata group, Tata Elxsi addresses the communications, consumer products, defence, healthcare, media & entertainment, semiconductor and transportation sectors. This is supported by a talent pool of over 4000 employees and a network of design studios, development centers and offices worldwide. Key services include embedded product design, industrial design, animation & visual effects and systems integration. Tata Elxsi is a listed company, and headquartered in Bangalore, India.
Its industrial design division provides exclusive branding and design services for the hospitality, FMCG, Healthcare amongst others. With the help of an interdisciplinary team which consists of brand specialists and graphic designers, Tata Elxsi has worked with some of the leading global and regional brands across industries. The service offerings include research, brand identity, pack graphics and innovative packaging design. The team has a comprehensive understanding of brand and product development lifecycle by virtue of completing end-to-end projects.