Building Seafarer-focused F&B Brands at The Mariners
Nestled beside Signal Hill Garden with views of Victoria Harbour, The Mariners spans nine floors of facilities and accommodation, dedicated to serving seafarers, their families and the wider maritime community.
Following the refresh of The Mariners’ brand identity, we partnered with them again to build two F&B brands within the same premise, reinforcing “a home away from home” experience for its guests.
Translating a Seafarer-Centric Promise into Two F&B Brands
The Mariners offers a comprehensive range of services and facilities beyond accommodation to meet diverse needs of seafarers during they stay in Hong Kong.
Our task was to create brand identities for its coffee lounge and Mediterranean restaurant that would strongly resonate with seafarers. In addition, we were asked to advise on interior design cues and brand collateral to deliver a consistent and sustainable brand experience—one where seafarers feel welcome, connected and a genuine sense of belonging.
Create Brands Seafarers Instantly Recognise As Their Own
We drew on the insider codes and shared stories from the maritime world to forge a stronger emotional bond with seafarers.
The name and idenity of Signals Coffee Lounge and Bar are inspired by the international maritime signal flags—a system of colourful flags representing letters, numbers and special phrases, used by seafaers to communicate important information between ships. This “secret code” among seafarers is reimagined and embedded in Signals’ logo and brand graphics, symbolically and strategically speaking to its guests.
The Galley Bistro takes its name from the kitchen compartment on ships. We enriched the concept by infusing the creative metaphor of a gimbal—a pivoted support that keeps galley stoves level despite movements at sea—into the visual identity. This metaphor signals how The Mariners provides spiritual care and balance to seafarers, onshore and offshore.
For both Signals and The Galley Bistro, we advised on sustainable material choice, colour palettes and design execution across coasters, stickers, takeaway bags, posters and the physical spaces, ensuring a cohesive and environmentally responsible brand experience.
Alongside the parent brand identity of The Mariners, Signals and The Galley Bistro come together as an integrated identity and experience that is distinctive within the hospitality industry. Individually, each brand is deeply rooted in seafarer-oriented culture; collectively, they foster inclusivity and a sense of community.
