Qbic’s chain of hotels wanted to change what an affordable hotel could be. While budget hotels treat guests like a room number, Qbic welcomes character. The Qbic brand utilizes a graphic system of quirky shapes inspired by the hotel’s physical layout and the coming together of different people and ideas. The Motley brand needed a cooler, more pared-back aesthetic to transform it into a destination for guests and locals alike.ClientQbic Hotels
AgencyRagged EdgeCreative DirectorChris ClaytonYear2019ServicesMenu DesignRecognitionBrand NewCompliments
“As a bonus to this project, there are the materials for the restaurant, Motley, which would make a decent Friday Likes project on its own. The thin typewriter font for the logo is hipstery and fun while the blob patterns take on more figurative expressions and the funky rotating physical sign from the check-in area makes another appearance. The exterior signage with the thin stroke of the logo translated into a physical thing looks great.”
Armin VitBrand NewOutcome
We tweaked this graphic system for the dining space by stripping the shapes of their colour and introducing a grown-up typeface for exclusive use in the restaurant. The result was a restaurant with its own personality and reputation. The Motley restaurant brand outlived the Qbic brand in its Manchester location when it was acquired by the Yotel hotel group and utilised for their restaurant.