Raffles Hotels, Accor Group

A story of delicious detail


Naming, Brand Identity, Brand Architecture


Hospitality, Luxury, Destinations

Doha’s Katara Towers is the new destination for hospitality on the banks of the Persian Gulf, and home to two new flagship hotels – Raffles Doha and Fairmont Doha. But this is no ordinary building – it’s a feat of modern architecture. They deserved F&B brands worthy of such a location.

For 18 months, we worked closely with Accor, each hotel’s celebrated chefs and famed Parisian production house Imprimerie Du Marais to create 12 ultra-luxury visual identity platforms that innovate and elevate the concept of every restaurant to global levels.

Raffles’ target market craved more than gourmet food. These are guests who’ve seen and done it all, and demand a rare gastronomic experience.

Katara Towers comprise of two hotels: Fairmont and Raffles.

We reflected the story behind each restaurant brand in the smallest of details, waiting to be discovered by every guest...

Blue cigar

Blue Cigar had an unusual tale to tell. One of rare Cuban tobacco, from Fidel Castro’s own stock, that can be rolled for curious guests.

The classic and refined aesthetic of a cigar lounge and gentleman’s brought bang up-to-date was behind our inspiration.

A brand that integrates with the environment
Blue Cigar cigarthe luxurious  menu

The lounge has a collection of over 6,500 books, including some rare first editions, so we created elements inspired by leather-bound books and marbled paper.

Our design blends Arabic and English, using a 'B' to represent a smoke plume and phonetically spell the Arabic word for blue.

The blue cigar menu detail

Dramatic vintage-effect photography captures the people, cigars, ambience and mood. Meanwhile, F&B shots are rich and moody to match the vibe - and the refined cocktails.

Alba’s menu cover

A brand inspired by the forest for a Michelin-starred chef. Every year, the hunt for the tartufo bianco d’Alba - the world’s most prestigious truffle -  happens in the territories close by the town of Alba.   

With this particular truffle heavily featuring on three Michelin-starred chef Enrico Crippa’s curated ‘plant to plate’ menu, we wanted to evoke the taste and texture of its unique aroma and flavour.

Our brandmark draws inspiration from old-world Italian signages and Enrico Crippa’s experiences of discovering wild herbs in the forests.

Alba menu
Line drawings and patterns inspired by the inside of the truffle.

Line drawings and patterns inspired by the inside of the truffle.

inspiration is everywhere - even inside a white truffle telling the brand story at every touchpoint
Alba illustrationAlba box closeup

We approached illustrator Suyao Tian to create Alba’s menus in earthy, natural watercolours that reflect the forest’s seasonal produce.

ENRICO CRIPPA, three-Michelin star chefthe food takes centre stage

How do you capture the process and essence of a Michelin-awarded chef? By ensuring the dishes and the craftsmanship take centre stage.

Acoustic’s got rhythm and soul. Our goal for Acoustic was to create a brand name and identity for a space, way up in the clouds, where music means everything. The name Acoustic for its unplugged energy from a golden age of music.

Acoustic phoneAcoustic drink

Design elements were based on the fluid movement of soundwaves
that expressed plenty of creativity, with smoky, retro photography adding
to the vibe.

Afternoon tea at Raffles hotels worldwide is a ritual enjoyed by many generations. This luxury experience demanded a brand identity rich in detail that allowed the star of the show to shine - the tea ritual itself. 

We wanted to capture the afternoon tea tradition, while ensuring that the brand was also in harmony with a distinct Middle Eastern aesthetic and the Qatari tradition of generous hospitality.

Malaki Lounge
The patterns on Malaki Lounge menus are inspired by the restaurant's roof.

Our brandmark was inspired by the grand arched ceilings and palatial decor. We created a menu system and packaging that featured white-on-white embossing and Baroque illustrations that could be seen in the dramatic ornamental mouldings. 

MALAKI LOUNGE UNIFORMS designed by the Nouniform London team

MALAKI LOUNGE UNIFORMS designed by the Nouniform London team

The result is a bespoke luxury experience that’s the crowning glory of Raffles Doha, capable of attracting a local clientele and appealing to the senses of visitors as well.

Malaki space

L'Artisan is a place where creative flavours are served in a theatrical space.

The brand we created takes inspiration from art and the artist. It was important to make the connection between the high-calibre dishes created by resident head chef Thierry Motsch and the drama of the restaurant.

Lartisan Logo
uniforms designed by Nouniform London

uniforms designed by Nouniform London


Our menus feature brush stroke patterns that relate to our theatrical dining concept, as if the menus were created and painted right before handing them to our guests.

Touch of theatrical flair in L’Artisan menu.
the brand represents the richly indulgent yet artistic dishesHEAD CHEF Thierry Motsch

Photography is elevated and sophisticated, with a distinct nod to the world of art.

Lartisan menu gold

In-room dining inspired by an Arabic wall or two. Suites this ornate and whimsical need an upscale in-room dining experience to match - our luxurious menu features the patterns of the carved walls in every room.

MENU detail
ornate wooden wall of the guest suiteIN-SUITE DINING MENU

“Working with Bond was exceptional. They understood quality and luxury in the hospitality sector and presented us with creative solutions. Their attention to detail was impressive, and we highly recommend Bond to anyone in need of their services”

Christian Hirt

Managing Director, Raffles & Fairmont Hotels, Katara Towers Doha

 inspired by the ornately carved wooden walls

The Outcome

The opportunity

To create F&B brands for a $600m architectural icon that are equally iconic.

The brand

Bringing together exquisite details and luxurious stories.

The result

F&B brands that can be rolled out by Accor across the world.

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