The Kithmore
Branding | Digital | Interiors | StrategyJust steps from the Old Course, The Kithmore marks the transformation of one of St Andrews' most established hotels into a contemporary boutique destination rooted in local character.
Continue Reading +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.
The Challenge
This was far more than a rebrand.
The ambition was to transform a historic hotel into one that felt authentic to St Andrews today. Not another golf hotel, but somewhere equally welcoming to golfers, locals and weekend visitors.
Every touchpoint needed to express relaxed Scottish hospitality, creating a place where guests feel part of the town rather than simply passing through.
THE ARDGOWAN, BEFORE THE TRANSFORMATION
THE TRANSFORMATION BEGINS
THE FIRST SIGNS OF A NEW IDENTITY
SET METRES FROM THE OLD COURSE, ST ANDREWS
POSITIONING
Our strategic positioning centred on The Kithmore as the heartbeat of St Andrews – a hotel that feels intrinsically connected to the rhythm of the town. Every touchpoint was designed to express relaxed local hospitality, creating a place where guests experience St Andrews not simply as visitors, but as part of it.
NAMING
The name The Kithmore takes its inspiration from the Scots word kith, meaning familiarity, friendship and belonging.
It perfectly captured the ambition for the hotel: somewhere guests immediately feel at ease, whether visiting for the first time or returning year after year.
Distinctive yet understated, the name provides a platform that feels inherently Scottish without relying on clichés, balancing heritage with a contemporary point of view.
BRAND IDENTITY
The visual identity begins with the building itself.
During the early stages of the project, remnants of original Scottish sign painting were uncovered within the existing property. Rather than recreating them literally, we distilled their character into a bespoke typographic identity inspired by the craftsmanship and letterforms of traditional Scottish signage.
The result is a custom identity that feels timeless, quietly confident and intrinsically connected to St Andrews, blending heritage with contemporary simplicity.
BUILDING A BRAND WORLD
Beyond the primary identity, we developed an expansive visual system that allowed The Kithmore to express itself across every guest touchpoint.
Given the hotel’s location beside the birthplace of golf, the visual language naturally drew inspiration from the game’s rich history. Vintage scorecards, engraved irons, caddie uniforms, clubhouse ephemera and traditional golfing memorabilia informed a collection of secondary marks, illustrations and playful motifs that extend throughout the brand.
A bespoke pattern, derived from the custom ‘K’ letterform and inspired by the structure of classic golfing umbrellas, creates a subtle graphic texture across printed collateral, merchandise and packaging.
Together, these elements form a brand that feels layered, collectible and full of personality, encouraging guests to take a small piece of The Kithmore home with them.
ART DIRECTION
Photography played a central role in bringing The Kithmore to life.
Working alongside Scottish photographer Stephen Lister, we developed an art direction that reflects the hotel’s refined yet welcoming personality. Every image was carefully considered, from styling and casting to colour palette and composition, creating a visual language that feels editorial, authentic and distinctly Scottish.
Rather than documenting the hotel, the photography captures the pace, atmosphere and quiet moments that define a stay at The Kithmore.
DIGITAL EXPERIENCE
The digital experience was designed to reflect the same understated confidence as the brand itself. Through story-led interactions and a thought out editorial approach, the website invites guests to discover The Kithmore story, explore the hotel, get a feel for Bennies and inevitably book their stay.
FOOD & BEVERAGE
Bennie’s takes its name from the Bennie family, long-time stewards of hospitality on this very site. The name is intentionally personal and possessive, signalling warmth, familiarity, and a sense of belonging that feels inherently pub-like.
Margaret Bennie
Bennie’s brand identity draws from Margaret Bennie’s treasured recipe book and the family’s deep rooted connection to Scottish hospitality.
Inspired by the handwritten pages that hold generations of tradition, the identity centers on a script wordmark nodding to Margaret’s personal touch and family name, bringing a sense of warmth and authorship to the brand. It features a gentle slant that evokes nostalgia and familiarity and conviviality.
SIGNPAINTING
Inspired by the remnants of the building’s original signpainting and the Bennie family’s longstanding heritage, each sign was carefully hand-painted by Thomas Paints. This traditional approach reinforces the brand’s connection to place, craftsmanship and care.
INTERIOR DESIGN
Alongside the brand programme, Crown Creative collaborated with Wirefox and ICA Glasgow to shape key interior spaces throughout the property.
Our team designed a collection of guest suites together with the complete interior concept for Bennie’s restaurant and bar, ensuring the physical environment reflected the same warmth, craftsmanship and understated confidence established through the brand.
From materials and finishes to furniture, artwork and styling, every detail was considered as part of one connected guest experience.
THE OUTCOME
The Kithmore represents one of Crown Creative’s most comprehensive hospitality projects to date.
Spanning strategy, naming, brand identity, interiors, photography, digital design and rollout, the project demonstrates the value of an integrated creative approach where every discipline contributes to a singular vision.
Today, The Kithmore feels less like a newly branded hotel and more like somewhere that has always belonged in St Andrews.
Familiar. Welcoming. Timeless. Exactly as it was intended.
Project Credits
Adam Bell
Nikki Lauri
Simon Worthington McQueen
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