Acknowledgement of Country

Right Angle acknowledges the traditional custodians of the land and pay our respects to the Elders past and present.

Hotel Sorrento Branding & Signage

  • Client

    Hotel Sorrento

  • Year

    2022–2024

  • Location

    Sorrento, Victoria

  • Scope

    Brand Strategy, Brand Identity, Brand Experience, Signage & Wayfinding

  • Collaborators

    Six Degrees

A timeless brand for a place to spend time.

Style and substance. Celebrating 150 years, Hotel Sorrento’s new brand and communications style not only celebrates its natural and architectural beauty, it also brings to life what is unique and meaningful about the hotel experience. After all, a brand is not just a logotype, it is a set of values reinforced by actions.

As a family-owned and operated business, what Hotel Sorrento values is its relationships with people, its connection to place and the quality of its product and service. These values are now felt in every aspect of the guest experience, from the food on the table, to the art on the walls; the drinks in the mini-bar, to the towels by the pool; every detail helps make the Hotel Sorrento brand a world that people want to be part of.

As the business expands and transitions from a historic hotel and pub to a modern lifestyle resort, Hotel Sorrento remains untempted to imitate or try and ‘keep up with’ the local competition. This isn’t an exercise in being different, but rather about emphasising who they already are. Hotel Sorrento is playing the long game, thinking beyond fashion and marketing tricks to stay relevant over time. Hotel Sorrento is a world-class boutique hotel. Like a great beach house, this is a place where people can relax, exuding effortless charm and getting better with age.

Its location, scale and independent ownership enhance this idea. Right on the shoreline, guests and patrons have spectacular views of the ocean and access to the beach and town. It is the perfect place to escape the city for a night or two, have a drink with friends as the sun sets or relax by the pool. The hotel has been connected with the neighbourhood and Peninsula for 150 years and family run for the last 40, so its roots in the community run deep.

With the next 150 years in mind, everyone working on this project is a custodian with a job to guard, protect and enhance something special so that as many people as possible can enjoy it.

Photography art directed by Right Angle and courtesy of Hotel Sorrento