Birmingham MI’s Daxton Hotel is the first hotel by local entrepreneur Mark Mitchell in partnership with Aparium Hotel Group, incorporating fine art, wellness, dining and retail. A new building on the city’s iconic Old Woodward Ave, it features a minimalist luxe design, vibrant colors, and flagship restaurant called Madam. When the partnership wanted a rooted identity that matched their concept, they turned to branding studio Mucca to create a narrative and visuals to evoke boutique luxury.
“We quickly grabbed a hold of this idea: the symbiosis of dreams and reality that was driving the interior design,” says Mucca designer Sean O’Connor. “There was so much substance already there to work with – for us it was a matter of assigning a graphic language to this approach.” Mucca drew on the avant garde and surrealist themes to build identities for both brands. The result is a moody, dreamlike series of design for the hotel and restaurant. Mucca also provided extensive brand guidelines, inclusive of everything from usage of the branding elements and photography to examples of tone-of-voice.