Ragged Edge Rebrands Qbic Hotels
Branding agency Ragged Edge has created the new look for Qbic, a budget hotel chain that currently has sites in both London and Amsterdam.
The refreshed visual identity is said to have been inspired by the hotel’s physical layout, while its tone of voice is claimed to celebrate guests’ “quirks and eccentricities”, and where “weird is welcome.”
Although Qbic’s rooms are strictly for overnight guests, the shared space is open to other customers, including passers-by. Ragged Edge and Qbic have therefore also created a new sub-brand dubbed “Motley”.
“Qbic was already doing something remarkable. Our London and Amsterdam hotels were the greenest in their respective cities,” says Qbic Hotels’ managing director, Julie Fawcett. “But to achieve our ambitions, we knew we needed to build a rich, meaningful brand with the power to drive the whole business.”
“We wanted to take Qbic’s desire to do good, and amplify it into something bigger and more emotional,” adds Max Ottignon, co-founder of Ragged Edge. “This led us to ‘Welcome Character’, a brand idea that’s as distinct in the category as it is relevant to guests who want to be treated as individuals, not room numbers.”