How To Globalise A Boutique Brand - A Free pixel8 Slideshow
How To Create A Global Boutique Brand
A pixel8 Case Study
What’s the definition of boutique?
Dictionary.com defines it as
‘designating, or characteristic of a
small, exclusive producer or
So how do you take a brand like this
global, whilst also holding onto the
very essence and idiosyncrasies of
what your brand is all about?
Why Would A Global Brand
Benefit From Being Boutique? When you think of the word boutique,
you think of something special,
sophisticated and luxurious.
So if a business is wanting to portray this
kind of brand message and ethos to their
customers, it makes sense to push
forwards with a boutique brand message
But there are some challenges to this...
One of the main challenges for a global
business trying to feel like a boutique is
the amount of effort and work that goes
To be a successful boutique, each site
should be personalised to ensure they
don’t feel like a chain - yet but because
global brands need to be consistent, it
has to be done in a way that remains on
brand as well as true to their nature.
We can’t think of a better way to really
get to the heart of what it takes to keep
a boutique feel for a global brand than
providing a case study that we’ve
worked hard on ourselves.
And luckily, we have a great example
for you to learn from...
How About A
Hotel Group & Hotel
The International Hotel Group owns Hotel
Indigo, and there are 84 Hotel Indigo
locations around the world to date.
Here at pixel8, we had the exciting task of
creating a boutique feel throughout them
This meant injecting personality into each
hotel, but we also knew we had to keep on
brand. In short, we needed to keep a
healthy yet effective balance between the
boutique and the Hotel Indigo brand.
What we did
For this exciting challenge, we knew
we had a brand refresh on our hands.
Yet it was vital we also allowed each
Hotel Indigo to keep it’s boutique
New brand guidelines were the
Including a fresh colour palette, new
imagery, a new website, and also over
100 pieces of artwork.
The Artwork &
Imagery When it came down to artwork, it was
vital that it was customisable.
This would enable each branch to put
their boutique stamp on it and cut
down artwork approval processes,
saving everyone time and money. We
also wanted the imagery for the brand
to push this boutique brand message,
so we ensured they were on point, as
you can see!
Image example here
We knew it was vital that this boutique
feel also shined through on the website.
We set to work instantly, researching
local areas to come up with everything
that made each and every one of their
destinations that extra bit special.
You can see on the left the exciting
results that came out of it.
We rounded up everything to see do and
taste in Asheville, for example. A very
personal and useful touch indeed.
Colour is so important to a business, and
we knew we had to get the colours just
right for Hotel Indigo.
It would be these colours that linked each
hotel even though they are all boutique
establishments in their own right.
We refreshed it using three core colours
that you can see on the left. Now Hotel
Indigo have an instantly recognisable
colour palette that sets it apart from the
What We Achieved
By refreshing the brand and enabling
them to keep that luxurious boutique
feel, Hotel Indigo saw a rise of 18.9%
increase in revenue.
The revenue per room also increased
Finally, the brand became the third
largest brand in the boutique hotel
sector. A job well done - if we don’t
mind saying so ourselves!
Interested In Taking
Creating A Global
Just because your brand has a boutique feel,
doesn’t mean you can’t keep it if you do go
Infact, it’s a lot easier than you may realise!
If you’re interested in working on your
brand message or having a refresh, give us a
You can reach us on 0161 228 6489, and we’d
love to help you refine your brand whether
you’re aiming for a boutique feel, or
something else entirely!