Some hospitality brands are all about the founder. The authenticity of the experience is driven by the founder's ability to bring their vision to life. That's when a brand refresh should be a back-to-basics exercise, not a reinvention.

So we took Camino back to the summer of 1984 when its founder spent weeks in a black Mini discovering the Spain of everyday life. Our identity is a reinvigorated sharing of that immersive experience. With interiors, graphics, and typefaces rooted in the life of real-world Spain, Camino transports its founder's road trip to the streets of London.