Business retreats

Strictly on-brand marque

Hyde Hotels is a soon-to-be-launched four star hotel group where big business and personal wellness go hand in hand.

Located in outer urban areas, the new hotels are quiet places to stay that are complimented by Zen interiors, spa treatments and organic food carefully prepared to preserve goodness. They are also centres of commerce, offering full conference and meeting facilities.

Based on this, Yang Rutherford positioned the brand as 'Business Retreats. Urban Hideaways'. If individuals visit retreats of all kinds to get away from it all, refresh and reinvigorate themselves - why shouldn't businesses too? We then created a naming system to support the idea of Urban Hideaways - Hyde Hotels (Hyde in Shenzhen, Hyde in Beijing) was born. The hotel identity, which uses both English and Chinese characters to represent energy and relaxation, is designed to be a strictly on-brand marque.