The Reserve

World of wonder. How we branded a luxury hotel at the heart of Chester Zoo.

What’s the truth?

The Reserve is a high-end safari, nestled in the grounds of Chester Zoo. More than a place to relax after a day’s exploration, it’s full of luxury and surprise at every turn. And with every penny of profit going back into the zoo’s conservation efforts, guests can enjoy it all completely guilt free.

How’d we turn it up?

The new brand is made to get lost in. Lush and sensory, with nature running through every element, it’s designed to exist peacefully within the hotel’s beautiful experience—from the first encounter to final check-out.

We went all in on

chesterzoo.org Press Pack

35K new visitors each year

70 new local jobs created

VIP lodges sold out instantly

Framed poster of the TR monogram over a green and gold watercolour pattern on a panelled wall, flanked by two more posters

Three framed posters on a panelled wall: 'Slumber in the savanna', the TR monogram and 'Wake in the wilds', each over watercolour patterns

We created a set of hand-painted watercoloured patterns which interweave animal prints and natural textures, to evoke the rich, multilayered experience of The Reserve and the essence of nature itself. The deeper you look into each one, the more there is to discover

Room key card in a pink and orange watercolour sleeve with the TR monogram, beside a room number card

Booklet titled 'The Residents' Guide to The Reserve' propped on a velvet armchair

Bright orange The Reserve card resting among long grass leaves in dappled shade

Watercolour door hanger reading 'The lion sleeps today' on a brass handle of a terracotta door

Tablet on a wooden floor showing a 'Meet the locals' screen with a bird photo

Open restaurant menu showing a Starters page, with watercolour endpapers and a round TR coaster under a glass

The logo contains a hidden rhinoceros’ horn, aligning with the same easter egg in the Chester Zoo masterbrand. The wordmark flows, referencing the fluid sense of discovery embedded in the look and feel of the hotel.

Close-up of a kraft welcome box printed with 'The Reserve' in cream lettering, resting on an animal-print surface

"The team at HOW+HOW did an incredible job 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 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."

Katharine Mainprize, Marketing Director, Chester Zoo

The Reserve

What’s the truth?

How’d we turn it up?

We went all in on

Illustration

Logo

Proof of the truth

Credits