The Patchwork Hotel – Branding A Boutique Aparthotel in East London
Patchwork is a new boutique aparthotel in Whitechapel, East London, transforming a historic family-owned building into a design-led hospitality experience. Once home to a textile business since the 1980s, the space has been reimagined as a stylish, modern aparthotel that blends heritage, culture, and contemporary living. I developed the brand strategy, naming, and visual identity, ensuring Patchwork stands out in London’s competitive hospitality landscape while staying true to its rich local history.
Brand Strategy & Positioning / Brand Naming / Visual Identity / Brand Styling & Theme
Brand Strategy & Positioning
Patchwork is positioned as a unique East London aparthotel, offering a warm, immersive experience for modern travellers. The brand reflects the area’s diverse cultural influences, appealing to business travellers, creatives, and design-conscious guests seeking a space that feels both authentic and contemporary. The brand strategy focuses on storytelling, heritage, and a strong sense of place, ensuring Patchwork resonates with both local and international audiences.
Brand Naming
The name Patchwork was inspired by the building’s long-standing connection to textiles and craftsmanship. It reflects not only the fabric of the building’s past but also the rich, multicultural patchwork of East London. The name captures the hotel’s thoughtful curation of old and new, where different influences, materials, and stories come together to create a welcoming and characterful space.
Visual Identity
The visual identity was designed to feel authentic to the space and its history, balancing a raw, textural aesthetic with contemporary simplicity. The brand styling subtly incorporates references to thread, stitching, and woven textures, echoing the building’s textile heritage. The logo was crafted to feel effortless and understated, allowing the warmth and individuality of the space to take centre stage.
Brand Application
The identity comes to life through a layered yet cohesive approach, where textures, graphic details, and signage subtly reference the building’s past without feeling overly thematic. Wayfinding, printed materials, and guest touchpoints all reflect a refined yet inviting brand presence, designed to integrate naturally into the experience rather than overpower it.
A New Chapter for a Historic Space
Patchwork is set to become a landmark boutique Aparthotel in East London, offering a thoughtfully designed hospitality experience rooted in the authentic culture of Whitechapel. By embracing the building’s past while looking to the future, the brand creates a space where history, design, and hospitality come together seamlessly.