L’oscar London

L'oscar London

L’oscar London is a lavish boutique hotel in the heart of Holborn, set within the former Baptist Church headquarters. This turn-of-the-century, grade II listed, architectural gem has been extravagantly restored by world-leading décorateur, Jacques Garcia and the operating company, L’oscar International. It features 39 bedrooms, a restaurant, café and bar.

Work undertaken

Brand identity strategy, brand identity, brand identity guidelines, copywriting, photography art direction, guest and operational collateral, signage, printed sales & marketing collateral, digital marketing, packaging, restaurant identities and collateral.


Inaria was appointed by the visionary hotelier, Duncan Shakeshaft, shortly after the dilapidated – but astonishing – building had been purchased. The challenge was to create a modern and seductive brand based on the hedonistic lifestyle of Oscar Wilde and the Bloomsbury Set, together with the visually-charged designs of Jacques Garcia. From the start, the brief was to create a unique and compelling brand for the hotel and the dining venues contained within.


We started by creating a calligraphic logotype inspired by Oscar Wilde’s signature, and commissioned Illustrator Maria Montes to create a series of intricate feather illustrations to reflect the bird motifs used throughout the interior design. After defining the brand strategy and the supporting identity elements, we created all of the graphic material for the hotel, restaurant and café, including the signage and the brand’s sales & marketing collateral.

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