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Beyond expectation

Above & Beyond

Brand strategy

Brand design

restaurants & bars

Above & Beyond

Hotel club and restaurant

Vibrant members club

Together with Hotel Icon's inspirational manager, Yang Rutherford helped to re-imagine the premium hotel guest experience. In place of the typical, largely unvisited 'executive floor', Above & Beyond is more 'vibrant private members club'. Designed by Terence Conran and partners, Above & Beyond features a Michelin Guide three “fork-and-spoons” Cantonese restaurant, city bar and lounge, private dining rooms, wine room, library, business centre and 24 hour dedicated concierge. Located on the top floor of Hotel Icon, the view of Hong Kong Island is exceptional.

That's why, from the outset, we suggested creating a special brand that was quite separate to Hotel Icon's. Yang Rutherford named the club and designed it's distinctive identity featuring a Chinese cloud that doubles as the ampersand in Above & Beyond. It's another example of Yang Rutherford branding that crosses cultures.

Scope

Naming
Identity
Restaurant Collaterals
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Brand strategy

Brand design

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Creating an new icon

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163 Wing Lok Street
Sheung Wan
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Tel +852 2850 6262
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