Hotel Branding Says Weird is Welcome

While most affordable hotels are bland and impersonal, Qbic, a small chain of low-cost, boutique, urban hotels, celebrates individuality. With a green and sustainable mindset and an eye for quirky furniture and decor these hotels are a lot more attractive than average budget hotels. London-based branding agency Ragged Edge partnered with Qbic to redefine their brand, creating a distinctive platform with the power to bring their vision to life all over Europe. “We wanted to take Qbic’s desire to do good and amplify it into something bigger and more emotional,” says Max Ottignon, co-founder of Ragged Edge. “This led us to ‘Welcome Character,’ a brand idea that is as distinct in the category as it is relevant to guests who want to be treated as individuals, not room numbers.”



The new visual identity is inspired by the hotel’s physical layout, and the coming together of different people and ideas, while the tone of voice celebrates guests’ quirks and eccentricities. The brand gave Qbic the platform to relaunch its London and Amsterdam hotels, followed by imminent new openings in Brussels, Manchester and beyond.