illustration by London hotel branding design agency

One Hundred Shoreditch

Shoreditch is constantly evolving. Over the past two decades, it’s transformed from the gritty East End, known for its pubs and all-night parties into a thriving destination for renowned chefs and some of the city’s most coveted dining spots. Today, it blends its rougher roots with a more refined, contemporary feel. One Hundred Shoreditch was conceived at a time when that shift felt most apparent, and its presence in the heart of E1 still defines that change. We were appointed to establish a brand identity system that would unify the multiple spaces throughout the venue and tell its story in a unique way.

HOTEL BRAND IDENTITY
COPYWRITING
BRAND GUIDELINES
DESIGN FOR PRINT

Branding for One Hundred Shoreditch Hotel in London by hotel branding design agency
Branding for Hotel in London by hotel branding design agency
"one hundred shoreditch" text on beige background

We were influenced by the Bauhaus movement’s emphasis on minimalism and the harmonious integration of form and function when crafting the hotel’s brand identity. The Bauhaus approach encouraged the use of clean lines, geometric patterns, and the elimination of excess ornamentation, which aligns with the hotel’s aesthetic of sleek, modern design combined with bespoke artistic elements. By preserving the raw structure of the former Ace Hotel and adding thoughtful touches like bespoke artwork and strategic pops of colour, we created a visual language that is both practical and beautiful—echoing the Bauhaus belief that art and design should enhance everyday life.

Two white tote bags with geometric designs. The left bag has a blue shape and a red circle. The right bag has a gray circle with 'one hundred shoreditch' text and a peach shape.
Two minimalist book covers featuring abstract cut-out designs on a light background.
Open magazine with articles and photos about design and hospitality, featuring large text '100' and design studio information.
White umbrella with abstract designs and 'one hundred shoreditch' text.
Modern café interior with wooden tables and chairs, large windows, and a counter displaying pastries. Shelves with coffee bags and cups are visible in the background.
Stack of coffee shop business cards with contact details on white cards, blue accents, featuring "coffee shop" text at the top.
White coffee shop paper bag with blue design and text on a blue background
Three disposable coffee cups with black lids and blue logos on a blue background.
Modern bar interior with abstract art and red decor accents. Wooden flooring, stools, and black chairs are present. Shelves display black sculptures.
White coasters with red circles on a red background
A pair of white menu cards against a red background. The left card lists food items under the header "lobby bar," including various pizzas and caesar salad. The right card details beverages, with sections for cocktails, beer, cider, and sparkling wines.
Beige box containing cotton swabs on a matching beige background.
Scented soy candle in a glass holder next to its artistic packaging on a light background.

Drawing inspiration from the clear Bauhaus influence seen in both the hotel’s existing wordmark and interiors, we developed a dynamic graphic asset composed of four distinctive shapes. When combined, these shapes symbolize the entire hotel, yet each can stand alone to represent specific hotel areas, offering flexibility in their application. The colour palette and overall aesthetic closely mirror the interior design direction, ensuring the brand identity complements the space rather than competing with it. This cohesive visual language extends across various collateral—from menus and coasters to take-away bags and cups—creating a consistent and immersive brand experience that feels integrated with the hotel’s environment.