Brand IDENTITY, menu design, + print collateral

Hyatt Place is a select-service hotel that does things differently. After launching a new 24/7 menu so guests could have fresh, made-to-order food whenever they wanted, we began the rebrand for the entire hotel chain. Both the brand and food + beverage teams wanted better consistency among hotel materials as well as a more fast-casual restaurant dining experience for guests. 

Copywriter: Nic Flaws
Illustrator: Adam Frint

For the Hyatt Place Food & Beverage redesign, I focused on the black and khaki colors drawn from the center of the Hyatt Place brand logo. I used simple, natural materials, like kraft paper and chalkboard textures, to represent these colors and to evoke a coffeehouse look and feel. 

The F&B redesign included new materials for both the Gallery Menu and the A.M. Kitchen Skillet. I designed everything from new menu boards, dining menus, in-room to-go menus, bakery case signage, to-go sandwich + salad packaging, coffee sleeves and coasters, to breakfast signage, breakfast buffet station labels + sneeze guards, breakfast recipe cards, juice jug labels and in-hotel advertising such as elevator posters and table tent promo cards.

The Gallery Market was also redesigned to include a complete overhaul of the Hyatt Place Odds & Ends program — a new menu, menu holder, signage and stickers were designed to help guests who forgot to pack something or simply wished to borrow an item instead.  

The Gallery Menu & Market look differentiates the F&B materials from other Hyatt Place collateral, but still remains true to the modern, casual brand identity and positioning.

This project was completed when I was the Hyatt Place lead graphic designer at Hyatt Hotels & Resorts. Hyatt and Hyatt Place names, designs and related marks are trademarks of Hyatt Corporation. © 2014 Hyatt Corporation. All rights reserved.