FOUR SEASONS HOTEL
BEVERLY WILSHIRE
THE SPA BRAND PROGRAM
The Spa brand developed for the Beverly Wilshire embraced their philosophy of contemporary luxury. The informal logotype and purple daisy—influenced by the Spa's interior design—has featured prominently throughout a program of print collateral, packaging and advertising. Stylized photography was created to impart a sense of high fashion for many of the distinctive treatments on offer.
THE BLVD BRAND PROGRAM
The Blvd brand design was a blend of modern and classic typography, in much the same way as the hotel—at the famous intersection of Wilshire Boulevard and Rodeo Drive—blended classic architecture with a stylishly modern clientele. DJP launched the new restaurant with an advertising and direct mail campaign asking: Can a place so completely original feel so familiar? The goal was to develop The Blvd into a destination restaurant for local business people and residents without alienating guests of the former lobby lounge it replaced.
A menu system that changed throughout the year was designed featuring fun images from leading photographers. The images were also displayed prominently on a gallery wall within the restaurant and used in posters to promote seasonal menus.
GUEST ROOM COLLATERAL
DJP partnered with the Beverly Wilshire in developing a new hotel brand program, the central piece of which was the in-room dining book. Vibrant original photography was shot from simple concepts like Morning Person for breakfast, Pleasant Dreams for late night dining and What Are You in the Mood For as an overall cover statement. This book and its in-room companion, the Spa menu set the tone, palette and style for revamping dozens of smaller branded items guests come across during their stay.
The distinctive key pouch was a DJP solution to the bulky paper packet found at most hotels. Combining a plastic card key, early departure card and a traditionally cumbersome private bar key became a success with guests as a reusable memento of their stay.
