Crown Lux Hotels and Resorts

Crown Lux Hotels & Resorts is a luxury hospitality concept inspired by modern refinement and the timeless elegance of Middle Eastern design. The brand blends contemporary comfort with a sense of regal tradition, offering guests a boutique experience rooted in cultural richness and elevated service. My role was to build a complete visual identity that reflects this blend of opulence, warmth, and sophisticated detail.

The creative direction began with exploring Crown Lux’s core character: a hotel experience shaped by authenticity, heritage, and modern luxury. This identity needed to speak not only to global travelers, but also to the cultural depth and refinement at the heart of the brand. The challenge was to create visuals that feel premium, memorable, and adaptable across both digital and physical hospitality environments.

The logo was designed to capture the essence of elegance and prestige while remaining clean, versatile, and easily recognisable. The supporting visual system includes:

A refined color palette inspired by warm neutrals, deep royal tones, and soft gold accents to reflect luxury and Middle Eastern influence.

A typography hierarchy that balances sophistication with readability, appropriate for signage, menus, digital interfaces, and guest-facing materials.

Each design decision was shaped to ensure clarity, harmony, and a consistent sense of elevated hospitality.

A major component of this project involved translating the visual identity into real-world applications used throughout the Crown Lux hotel experience. I designed a range of branded items, including:

Embroidered towels and robes

Guest information cards and room inserts

Stationery sets for in-room and administrative use

These pieces bring the identity to life in tactile, memorable ways, ensuring guests experience the brand at every touchpoint — from the moment they check in to the details they encounter throughout their stay.

To ensure long-term consistency, I assembled a comprehensive brand guideline document outlining:

Logo usage and variations

Color and typography rules

Placement and spacing guidance

Template structures

Application examples for packaging, textiles, signage, and printed materials

This guide serves as the foundation for all future brand extensions, internal production, and vendor implementation.