Bringing bold, values-led branding to the heart of Novotel’s Liverpool coffee spot.

The Challenge

Novotel Paddington Village, a hotel in Liverpool’s growing Knowledge Quarter, needed to reposition their on-site coffee shop to better serve its primary users – students, locals, and guests – with an identity that could stand on its own. The brief: increase relevance, dwell time and daily transactions, while complementing the striking corten steel architecture of the building.

Novotel Liverpool Paddington Village luxury coffee cup design

The Impact

We created Core 10 Coffee – a brand that reflects both material and meaning. Since launch, the space has become more visible and more actively used, with brand touchpoints designed to spark curiosity and encourage repeat visits. Our student-focused strategy also led to the introduction of stronger in-store comms, including table talkers and loyalty incentives.

The Collaboration

Working closely with Novotel’s in-house team, we developed the brand identity, creative direction, photography, and rollout assets. From initial naming conversations to implementation across digital screens, packaging and physical collateral, the project was a full-circle collaboration grounded in insight, creativity, and narrative.

The Solution

The name Core 10 Coffee nods to both the Corten steel cladding of the building and the core values that underpin the shop’s philosophy: Craft, Community, Sustainability, Warmth, Design, Taste, Curiosity, Wellbeing, Local, and Legacy.

These values were woven through every touchpoint – from copy to comms to customer experience. We rolled out a cohesive suite of assets, including:

Brand identity and visual system
Food and lifestyle photography
Loyalty cards and packaging
In-store signage and table talkers
Digital screen content
Tone of voice development

Everything was designed to be functional, warm yet punchy – perfect for a space serving students, guests and locals alike.

”Working with Gregg and Fore Studio was a game-changer. We had some thoughts and visions of what we wanted to do and approached Gregg with just a rough idea, and they brought it to life with vision, creativity, and strategy that exceeded expectation. Their unique approach to marketing turned our concept into a compelling, real-world identity that we hope not only connects the audience, but their approach ensured that the entire team was engaged in the journey. From the first brainstorming session to the final execution, their passion and originality were evident in every step. I couldn’t have asked for a better partner to bring this vision to life.
Novotel Liverpool Paddington VillageGeneral Manager

Luxury hospitality guest experience branding by Fore Studio

Novotel Liverpool website and campaign creative

Looking Ahead

Core 10 Coffee is now firmly embedded within the Novotel experience, with plans to continue evolving its offer and presence. With a bold identity in place, the team can now focus on growing footfall, launching seasonal campaigns and embedding the brand even deeper into Liverpool’s coffee culture.