Our work

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Hub By Premier Inn

Creative | Branding

Hub by Premier Inn

The brief

Whitbread have the strongest hotel brand in the UK, Premier Inn but they recognised that there was a sector of the market that they were not appealing to and this could only be addressed with a new brand. This sector was predominately comprised of millennials who rejected Premier Inn but were seeking low cost accommodation in city centres. They asked us to bring this idea to life.

What we did

Starting with a blank sheet of paper we analysed the market, developed a positioning and proposition, briefed interior designers on the execution of the concept, named the brand, created the identity and then applied it to everything.


The first hotel opened in central London November 2014 to great acclaim and profitable trading. Whitbread have now invested in the rollout of the brand across London and other major cities.