Conran Design Group unveils distinct brand refresh for Cheval Collection to reposition the luxury brand for continued international growth

Global brand design agency Conran Design Group today unveils an emotionally-charged brand refresh for UK-based luxury serviced apartments and branded residences company, Cheval Collection.

As hotel giants and non-hospitality lifestyle brands continue to blur the lines of the luxury accommodation market, Cheval Collection needed to ensure their brand truly reflected their business of today, whilst future proofing it for continued ambitious international growth plans.

Conran Design Group identified the need for Cheval Collection to shift their positioning away from product-led to experience-led in order to strengthen the brand’s storytelling abilities to create a stronger emotional connection with their target audiences.

‘Generous By Design’ as a strategic platform captures the distinctive qualities that define the Cheval experience. The tagline ‘Because space matters’ celebrates Cheval’s innate spirit of generosity, manifested in their ample spaces, the attention they pay to their guests and the freedom from imposed schedules. 

Central to the new brand is a reimagined logo featuring two horses framed within an elongated ‘C’. Inspired by the history of Knightsbridge in London, where Cheval‘s story began, the mark symbolises connection, welcome and belonging. The extended form reflects the generosity of space and time that defines the guest experience, while the two horses evoke the historic meeting point of the original Knights Bridge. Their raised hooves represent a gesture of welcome, reflecting the warmth and attention that sit at the heart of the brand.

A new primary serif typeface Season, designed to balance classic heritage with a clean, modern luxury sensibility is now used as just ‘Cheval’, with the ‘Collection’ removed for external expression. Traditional, generic luxury tones (black, white, gold) have also been replaced with a distinctive, grounding Teal as the core brand colour.

The identity is further expressed through a distinctive collection of property emblems, signage and visual elements inspired by traditional standards and flags. Individually crafted to reflect the character of each Cheval destination, they celebrate local identity while creating a cohesive sense of belonging across the Cheval portfolio.

The refreshed identity introduces a contemporary visual language that supports the brand’s continued expansion across luxury serviced apartments and branded residences, while remaining deeply-rooted in the heritage that has shaped Cheval Collection for more than four decades.

Lee Hoddy, Executive Creative Director at Conran Design Group said: ‘When a category dynamic shifts, brands must dig deep into their core beliefs to find an authentic emotional charge that differentiates them from a new wave of competitors. Without that authenticity, a rebrand will only ever be surface level.

‘Cheval’s rich heritage and modern vision have allowed us to design a strategic refresh that is centred around emotional experience rather than service offering. ‘Generous by design’ champions the philosophy that life’s true luxuries are space, time and attention; we designed this into every aspect of the Cheval brand, enabling storytelling that has real emotional resonance and will support Cheval’s continued growth.’

Nick Pilbeam, Chief Commercial Officer, Cheval Collection, said: ‘This launch represents far more than a new look and feel. It is a considered expression of who we are today and where we are going next.

‘As our business continues to grow internationally, we wanted a brand that reflects the depth of our heritage while providing a confident platform for the future. Generous by Design captures something we have always believed: that true luxury is created through the space, time and attention our guests experience every day.

‘The investment in our digital experience is equally important. Guests increasingly expect interactions that are seamless, personal and intuitive. Our new platform allows us to better meet those expectations while strengthening direct relationships with our guests.

‘We’re particularly proud to introduce a personalised DISCOVERY member discount by tier, recognised by GHA as the first initiative of its kind across the global alliance. It demonstrates our commitment to rewarding loyalty in meaningful ways while continuing to innovate in areas that matter most to our guests.’

The brand and digital transformation arrives during a period of significant momentum for Cheval Collection.

Earlier this year, the business expanded into the branded residences sector with the launch of Cheval Residences Dubai Islands and Cheval Residences Knightsbridge Gate, extending the company’s hospitality-led approach into luxury residential living.

The opening of Cheval Maison Expo City Dubai increased the portfolio to more than 950 units, while a growing development pipeline will see the brand enter Saudi Arabia with Cheval Ladun Living Riyadh in 2027, followed by Cheval Maison Sulaymaniyah in 2028.

Source: Conran Design Group

  Brand Identity, Brand Refresh, Branding, Cheval Collection, Conran Design Group