Formerly The Ardgowan Hotel, Crown Creative led the complete repositioning of the property, from naming and strategic positioning to brand identity, interiors, art direction, website and rollout. Working alongside Marram Hotel Collection and the wider project team (ICA, Carrie Neely Art), we helped shape every aspect of the guest experience, creating a hotel that feels less like a destination and more like a natural part of St Andrews.

We recently partnered with The Ritz-Carlton on the launch of one of their newest safari destinations in the Masai Mara. Set within one of the world’s most remarkable landscapes, the project called for a brand experience that felt authentic to its surroundings, rich in story and grounded in a true sense of discovery.

Photo and video credit to the team at The Ritz-Carlton.

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Nine identities, one golden thread...

The challenge was not simply to brand nine venues. It was to create a guest journey, from fire-led fine dining to beachside cocktails, rooftop rituals, rum, cigars, coffee and all-day dining, each concept needed to feel like its own destination within the resort. At the same time, every touchpoint had to sit comfortably within the world of St. Regis, supporting the property’s reputation for timeless service, ritual and contemporary luxury.

Our strategic idea, Rooted in Nature, became the foundation for the work. Inspired by the landscape, materials and cultural context of the Dominican Republic, it allowed each identity to take on its own personality while remaining part of a wider resort story.

Ireland has for generations been synonymous with the potato. And yet almost 80% of the chips served in Irish chip shops are imported - frozen, pre-cut, mass-produced, shipped in from Europe and dropped in a fryer.

Established by Galway brothers Barney and Joe, Prátaí set out to change that. A proudly local chipper using fresh Irish potatoes, hand-cut daily and twice-fried in rapeseed oil, with house-made sauces built around Irish produce. 

With the concept validated and the queues out the door, the team spotted the opportunity: the brand now needed to catch up with the ambition of what they were building.

Crown Creative was asked to rebrand Prátaí - with a brief to craft an identity and a voice with the same pride, personality, and sense of place as the chip itself. The result was Chipeen, and Proper Irish Chips.

Located inside the Renaissance Hotel Times Square, Bowtie Bar offers a sophisticated yet approachable cocktail lounge where guests are invited to sip craft cocktails while soaking in panoramic, wraparound views of the iconic Times Square through floor-to-ceiling windows, offering a vibrant backdrop for elevated drinks, picture-perfect moments, and unforgettable celebrations.

Our challenge was to create a refreshed brand identity that would match that energy, reintroducing The Lyric in a dynamic and consistent way, while remaining flexible enough to support its vast range of programming. Our design intent was to anchor the identity in the theatre’s strongest asset – its striking wedge-shaped building – and use this as the foundation for a system that balances structure and expression. Above all, it had to reflect The Lyric’s role as a bold, welcoming and inspiring playhouse for everyone.

Led by acclaimed Chef Diego Muñoz, the restaurant is bold, expressive and unapologetically sensory.

Set against the lush backdrop of the Dominican Republic, Nina was created as the defining F&B moment within a destination known for refined experiences. Our role was to bring that story to life through a brand that channels mythology, heat and heritage into something confidently modern and visually unforgettable.

This wasn’t about building just another bakery. It was about bottling up that slow, familiar feeling and giving it a French twist. Just really good pastries, made with care and a brand that tells that story without trying too hard.

Inspired by the slower pace of the Bordeaux countryside, La Famille, a bakery pop up in the Hamptons brings together the best bits of French living, warmth, authenticity and just the right amount of sophistication. A little nostalgic, but with a fresh, local twist. From the pastries to the packaging, everything’s got a laid-back feel that makes you want to pull up a chair, stay a while and go back again and again.

This philosophy carries through in everything, from the inviting interiors to the signature conozoo pizza—effortless, honest, and crafted to be shared.