The challenge
Châteaux et Hôtels de France has been an umbrella brand for privately-owned high end establishments for over 30 years. Following a takeover by the Alain Ducasse Group, it acquired a more international outlook, and needed to redefine what would set it apart from the rest. 

Our brand idea
Confronted by market benchmarks, we helped the brand promote its vision, conveying a sense of charm and conviviality in place of elitism and luxury. The helmet - with its overly weighty historical connotations - was replaced with a "rose window" featuring a more modern look while alluding to the choir of a church, in order to echo the architectural heritage of each establishment.  

The result
Symbolising the six "families" that make up the brand's services, the logo also suggests guests seated at a table, making fine food a clear cornerstone of the overall appeal. These changes were driven home by a clear name change to revitalise the brand identity.