Monarch Hotel, based in South Africa, reigns as a haven for hardworking ultra-Entrepreneurs, business men/women, offering 'Kingship treatment only'. Founded with regal ambition, Monarch aims to provide a luxurious sanctuary. where business meets opulence.

Headquarters: Johannesburg, South Africa

Industry: Hospitality

Founded: January 2019

Founder: Camilla Kruger

President: Camilla Kruger

Numbers of employee: 157

Numbers of location: 2

Subsidiaries: Kings Palace (2015)

Our Mission To Provide an unparalleled hospitality experience tailored to the needs of hardworking ultra entrepreneurs and business leaders.

Our Vision To be the premier destination for business leaders worldwide, known for our exceptional service, luxurious accommodations, and innovative amenities. We aim to empower our guests to achieve their greatest ambitions by providing an environment that fosters success and well-being.

Our Core Values At Monarch "Kingship Treatment Only" is not just a slogan—it's our promise. We go above and beyond to ensure that our guests experience the utmost in luxury, comfort, and personalized service. Whether you're here to close a major deal, unwind from a busy schedule, or network with like-minded professionals, Monarch Hotel is your palace away from home. Welcome to a world where you are the king, and your reign of excellence begins.

Brand Strategy

Communication Strategy

Visual Identity

Brand Application

Marketing Collateral

Camilla, the founder, emphasized that Monarch's brand should appeal to both older, wealthy businessmen & young men/women aspiring to be treated like royalty. The challenge was to create a brand that resonates across two generations.

With a solid strategy, a mood board guided the logo creation process. After three revisions, an approved logo that incorporated the structure of a castle into the initials was achieved, making the process enjoyable.

A detailed guideline and a sleek pattern featuring three custom symbols for Elite, Supreme, and PRO groups were created. The PRO icon was excluded for a more balanced design.

The focus was on creating clean, functional, and attractive stationery that conveys the brand message without sacrificing practicality. The design prioritized problem-solving and functionality over purely artistic elements.

In collaboration with a luxury card maker, three membership cards and their packaging were created. Distinct gradient colors were chosen for each tier in Monarch's membership program: Elite, Supreme, and PRO.