Hilton tasked us with evolving Taste of Hilton into a distinctive global F&B platform capable of uniting brands from Waldorf Astoria to Hampton by Hilton. The identity needed to be instantly recognisable yet flexible enough to sit confidently across diverse venues and regions. We developed a fluid visual system of adaptable shapes, colour and typography, underpinned by clear execution principles. The result was a cohesive, ownable brand world designed to flex from luxury dining rooms to vibrant social feeds. Since launch, the platform has more than doubled its original growth targets, surpassing 100k Instagram followers.
Building on this success, we created estate wide seasonal campaigns including Roam Free and New Dawn Rising, celebrating exploration through flavour. Designed to stand out on social while integrating seamlessly in venue, the identities balanced premium typography with expressive detailing, rolling out across Europe, the Middle East and Asia. We also created Taste Unleashed, Hilton’s annual Flavour and Flair competition. Inspired by synesthesia, we developed a vibrant animated identity that translated taste into colour and form, championing Hilton’s culinary talent across internal and external communications.