Inn Good Company.
Arrive as strangers. Leave as friends.
Hilton Garden Inn needed a flexible bar concept that could work as both a rooftop destination and a ground-level lounge. The challenge was to create something that appealed to the brand’s primary audience; business travellers looking for a “home away from home”; while also fitting seamlessly into the wider mix of outlets within the property.
The brand required a concept that felt elevated yet approachable, blending comfort and sophistication so that guests could relax after meetings, socialise with colleagues, or simply unwind at the end of the day. Naming and positioning had to complement the existing venues within the hotel, ensuring cohesion without losing its own distinctive identity.
We developed Inn Good Company, a bar that captures the spirit of connection, conversation, and shared experiences. The name reflects both its Hilton Garden Inn roots and its welcoming ethos - guests arrive as strangers and leave as friends.
The brand strategy was built on three pillars:
Cozy Connection: Encouraging dialogue and human connection through intimate seating, conversation starters, and shareable food and drink menus.
Enchanting Environments: Designing flexible spaces that could transform from a warm early-evening lounge to a lively after-dark rooftop venue, enhanced by curated playlists, layered lighting, and a signature sensory palette.
Sincerity in Service: Training staff to deliver service with warmth and personal touches, turning business-as-usual into memorable moments.
Visually, the brand identity draws on a vibrant colour palette - gold, teal, coral, and forest green - paired with bold typography. This gives the venue a playful aesthetic, adaptable to both rooftop cityscapes and ground-floor lounges.
Menus, billfolds, coasters, uniforms, and signage were designed to reinforce the concept’s approachable luxury. QR codes and Instagram-friendly brand touchpoints ensure digital integration and shareability, extending the experience beyond the physical venue.
Inn Good Company repositions the Hilton Garden Inn bar experience from a functional stopover into a destination for connection. Business travellers and leisure guests alike find a space that balances professionalism with warmth; a bar where you can network, unwind, or celebrate.
By embedding the concept within Hilton Garden Inn’s broader F&B portfolio, Inn Good Company provides a flexible blueprint that can be replicated across properties globally; offering consistency in values, while leaving room for local adaptation in food, beverage, and cultural programming.