Defining the brand of an unusual independent hotel in the north of Scotland.

The Requirement 

Whitebridge Hotel is a traditional Highland hotel set in stunning scenery on the quieter, south side of Loch Ness. Under new ownership, the quirky property offering simple rooms with uniquely charming décor needed to establish a brand presence. 

Originally built as a barracks in 1732 and rebuilt as a traditional coaching inn in 1899, Whitebridge continues to be a hub for the local community.   

Our Approach 

We were tasked by the new owners to establish a brand identity for the property. We agreed nothing should change; locals loved the property and “their bar”. We visited Whitebridge along with a copywriter to help define the stories of the property and established the idea and brand essence that “Whitebridge endures”.  

The visual identity created letterforms based on the signage on the façade and instead of a single icon, we suggested a squirrel be used as an icon for the property. Not any squirrel; we established a trumpet playing mischievous animal that reflects the quirkiness of the property. The squirrel sketched by Clare Mackie introduces the wine list, hold a knife and fork and has the potential to take on a life of its own. 

The words of Whitebridge are as important as the visuals; our copywriter established an irreverent tone of voice which is designed to bring a smile and reflects a property that feels like a dotty, but much-loved aunt.