Priority have been working with Grand Hôtel since 2011 creating and designing material that communicate the transition from an old hotel from the 1874 to a modern hotel with an exciting heritage relevant for the 21st century.
The Grand Hôtel Stockholm is the only 5 star hotel in Scandinavia, offering guests a luxurious experience since 1874. Among several restaurants the hotel also offers a bar – The Cadier Bar – where guests can enjoy the Grand Hôtel Afternoon Tea experience.
Guests have been able to purchase Grand Hôtel’s own tea and bring the Afternoon Tea experience home for some time now but this year Grand Hôtel wanted to update the design from a discreet pattern design to a more conspicuous design with the newly introduced illustration concept.
The concept was created to de-dramatize the luxury hotel and to make it more approachable for a wider audience. To show life at the hotel for both guests and staff, with a playful ‘tongue in cheek’ feel.
For the update, Priority and the Creative director and Illustrator Jan Vana, created a set of illustrations for the two new tea- packaging. Each capturing the ambiance and the interior of the Cadier Bar. The illustrations are a mix of dreamlike moments and factual things showcasing what it feels to experience afternoon tea at Grand Hôtel.
The result is a playful and creative packaging that creates a product fit for kings and at the same time carries the Grand Hôtel brand in a strong visual way. The illustrations are two different perspectives of the Cadier Bar – the larger is the café-like part with the color scheme inspired by the sand stone coloured walls and arches. With people on a date, eating sandwiches, pastries and scones and drinking a never ending flow of tea. The smaller packaging illustration focuses on the lounge chairs at the windows where guests sit for longer, reading, talking and winding down with a cup of tea.
The information label is hot stamped in gold, and mounted afterwards on each packaging. This solution enables various teas to be used with the same design but with different colors for different teas. The first label used is of course for Grand Hôtel’s own ‘finest blend’.
The key point has been to create a packaging that is attractive and carries the Grand Hôtel brand outside the hotel. A playful product that shows that Grand Hôtel is a luxury hotel that makes things a bit different from the competition.
