Intergiro

Kick Game

Yum Bun

Biozeroc

On the Edge

Amphico

Hotjar

Deadly Dust

Eat Less Plastic

Forgotten Forests

flyp

Hometree

The Wombles

Dendra

Veriff

Yango Maps

The Reserve

Kaorium

Hala

Aruba Conservation Foundation

One Green Bean

Pachama

UserZoom

SauceLabs

Trackinsight

Freetree

Everbloom

Big Cartel

Pets

Chester Zoo

Trellis

More Than Equal

Snooz

Jupi

Meteoric™

Ideogram

Wild Thingz

Bristol Dockyards

Katharine Mainprize

"The team at How&How have done an incredible job in creating the brand for The Reserve. They instinctively understood the relaxed luxury offer being created and the extraordinary conservation experiences that we were looking to develop for guests. 

"The brand that they have developed for us holds a unique space within the luxury hotel market, as well as sitting perfectly alongside the Chester Zoo brand—a tricky task, but one they took on with both tenacity and flair. The team were brilliant to work with, as ever, and are a much valued partner to the team here at the Zoo."

Visual Identity
Verbal Identity
Custom Illustration
Custom Animation
Signage

Huge thanks to Katherine, Helen, Anna, Georgia & team, it’s been such a joy bringing The Reserve to life with you.

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Snr Creative & Animator: Eilidh Reid
Designer: Carl Doneza
Design Director: Chris Beck 
Account Director: Jess Strange
Creative Director: Chris Clayton

A case study for The Reserve, a high-end safari hotel, from which all profits go to Chester Zoo’s global conservation projects

In the Heart of Africa at Chester Zoo, rises a brand new safari experience. The Reserve is more than a hotel. It’s a place of discovery. A world of memorable experiences, where the warmth of high-end luxury meets the exciting and unexpected. 


A new opportunity in UK hospitality, The Reserve is a high-end safari hotel from which all profits go directly to Chester Zoo’s global conservation projects. Made up of 51 savannah-inspired lodgings, it overlooks the giraffe habitat on the banks of a pristine lake. Making it an ideal retreat for couples, wedding parties and high-end business events.

It’s a place that feeds the soul, where no two stays—or days—are the same, and it needed a soulful brand to match. We got to work on an identity, exploring the world of wonder in front of us.


The visual identity subtly nods to the Chester Zoo brand work and takes inspiration from the hotel’s tactile interior design. We created a set of hand-painted patterns which interweave animal prints and natural textures, to evoke the rich, multilayered experience of The Reserve and the effortless symbiotic essence of nature itself. The deeper you look into each one, the more there is to discover.  


Inspired by the lake situated at the heart of these lodges, we used watercolors to create textured patterns which blended and morphed. We found this proved an incredibly natural way to paint—almost as unpredictable as nature itself—where we let ourselves get lost in the process of colors and textures interacting together.

The logo contains a hidden counter form inspired by a rhinoceros’ horn, to align with the same hidden horn in its parent brand: Chester Zoo. The wordmark flows, referencing the fluid sense of discovery embedded in the look and feel of the hotel. And the verbal identity adds a real feeling of belonging, whilst delighting the senses and making every guest experience sound personalised and bespoke. 

How&How rebranded The Reserve, a high-end safari hotel, from which all profits go to Chester Zoo’s global conservation projects.

Verbal & Visual Identity for The Reserve

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A branding agency liberating ideas the world deserves. Working from London and LA we use imagination to turn businesses into brands. Brands which enrich lives, nature and founders. We design the not yet.

How&How Branding Agency in London & LA

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The Reserve

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