ibis Breakfast

ibis Hotels

Project Type:
Marketing Communications, Branding, Photography

ibis hotels have developed a totally new breakfast offering for their hotels. Gone is anything stodgy, traditionally the staple of the dreaded ‘beige buffet.’ Instead are poached eggs, fresh fruit smoothies, black coconut porridge and many many more things to discover. This was a really disruptive product that was aimed at shaking up the economy hotel F&B offering, and really drawing a line of difference between ibis hotels and their competitors.

Hearts and Minds were tasked with bringing this new and innovative food offering to life. This had to be creative which communicated the offering to guests, and hence raised awareness, and ensured that there was an increase in captivity. Using our in-house creative team, we decided upon artwork that would make use of black slate (in harmony with brand colours), and top down photography shot with medium format photographic equipment. This provided a strong contrast between the various food items on offer, and allowed the many colours to show themselves off. A food stylist was used to create the desired look and feel of the imagery, and our design time retouched the assets and manipulated them across the various slate backdrops.

Our copy department then versioned the various items’ messaging out for the buffet viewers and the new and innovative “Grab and Go” option that ibis hotels were exploring. This final output of collateral items included lift screens, stickers, refrigerators, reception screen, window vinyls, flyers, menus, booklets and pull up banners.

The photography was art directed by Hearts and Minds, and shot by Gareth Morgans.