Tata Elxsi headquartered in Bangalore is a part of Tata group and a global design company. It worked with St. James’ Court, A Taj Hotel and Taj 51 Buckingham Gate, Suites and Residences to redefine the visual identity of the hotel. This involved developing the brand identity for both the hotels. The challenge was to position it as a hotel with a rich heritage. Drawing inspiration from the hotel’s classic English heritage, 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 warm and contemporary brand.