John Francis Fitzgerald, Honey Fitz to everyone who knew him, was born in Boston to Irish parents who had made the crossing from Dublin. He went on to become one of the most prominent Irish-American political figures of his era and the grandfather of a future US president. It is a story that belongs, in part, to Dublin.
The Hilton Garden Inn’s restaurant needed to do more than serve hotel guests. It needed an identity people would choose in its own right.
We built the brand around Honey Fitz, using his family’s journey as the foundation for the identity. Every design element reinforces that narrative, from the exact curvature of the earth between Dublin and Boston, which forms the dividing line between the logotype and the strapline, to a dashed line suggesting the transatlantic crossing at the heart of the story.
The typography echoes lettering found on nineteenth-century posters and shipping tickets, while 2692NM marks the precise nautical distance between the two cities, grounding the brand in the journey that inspired it.
We developed the brand positioning, visual identity and a comprehensive playbook to bring the restaurant brand consistently to life.
