Branding group Someone is developing the identity for Heckfield Place Hotel & Estate, which is set to open in Hampshire in 2012.

The listed building and surrounding estate is currently undergoing a multi-million pound refurbishment. When completed it will feature gourmet dining, a studio and bars. The estate will also boast an organic farm.

Operis Construction is managing the project, with architects Watson, Bertram & Fell and Spratley Studios and interior designer The Gallery also working on the scheme. Bath-based WBH is leading work on the historic elements of the project, with Spratley Studios working on new-build elements.

Someone was appointed this week to develop a new identity for the hotel. The consultancy won the branding work following a six-way pitch earlier this month which also involved Good Company and Quintessentially, according to consultancy co-founder Simon Manchipp.

Someone pitched for the work with integrated consultancy Breakfast, which will look after communications for the hotel. Manchipp says he has previously worked with Breakfast partner Ed Will. Someone will also work with photographer Simon Warren on the project.

Digital group John Henry was appointed to work on the hotelǃÙs website following a separate pitch, while Quintessentially will work on public relations aspects.

Manchipp says the aim of the consultancyǃÙs work is to ǃÙtell the story of the brand before the hotel opensǃÙ. He adds, ǃÙHeckfield will be like a combination of the good bits of all hotels.ǃÙ

Work is starting on the identity immediately, Manchipp says, with a holding website to be launched ǃÙin a matter of daysǃÙ. ǃÙThe website will be telling the story of the brand as it happens,ǃÙ he adds. ǃÙFor example, the hotel has just bought a herd of pigs – by the time the hotel opens they will be bacon sandwiches.ǃÙ

Manchipp says, ǃÙWorking with Heckfield in close formation with Breakfast and John Henry enables us to develop a deeply cohesive brand world where all transmedia applications connect effortlessly – weǃÙre thrilled to be involved.ǃÙ

John Fisher, managing partner at John Henry, says, ǃÙThe online experience will encompass everything from booking to branding – we are planning a more immersive site that ǃ˙deeplyǃ˘ tells the many stories of Heckfield Place.ǃÙ

Ed Will, partner at Breakfast, says, ǃÙWe are delighted to be appointed by Heckfield Place to create, develop and communicate a world-class brand.ǃÙ

Charles Oak, managing director of Heckfield Place, who joins from The May Fair Hotel, says, ǃÙWe are starting a new chapter in the estateǃÙs history, placing an impeccable customer experience at its heart.ǃÙ

The hotelǃÙs branding work will begin to roll out imminently ahead of its opening in early 2012.

Heckfield Place Hotel & Estate

Branding – Someone
Communications – Breakfast
Digital design – John Henry
Public relations – Quintessentially
Project management/ developer – Operis Construction
Architecture – Watson, Bertram & Fell and Spratley Studios
Interior design – The Gallery