Ireland’s craftspeople are renowned for their marriage of extraordinary skill and precision method, and it was this ethos that inspired every aspect of our approach. Brand personality was inspired by the warm, informal spirit of Irish luxury and a desire to connect every passenger with the land’s famed artisan heritage. Our soft, muted colour palette nods to the passing landscape, while use of specially woven linen, commissioned illustrations and hand-stitching celebrate time-honoured production methods. A curated collection of contemporary pieces from established and emerging artists line the train walls and we have gathered them into a bespoke designed, hand-finished coffee table book, Inspirations of Ireland.

Belmond’s ambition was to create a modern train with a visceral sense of heritage. Ireland is a nation of storytellers and musicians, so our brand communications evoke the warmth of a nation in a palpable sense of a home away from home. This was an exercise in creating a brand both honest and expert, that could showcase Ireland’s crafting heritage in a spirit of pared-back luxury; one that would really chime with a discerning global traveller.

Guest Collateral, Illustration, Key Messaging, Menu Templates, Operational Collateral, Print, Printed Sales & Marketing Collateral, Packaging, Research, Restaurant Collateral, Restaurant Identities, Templates. Photography © Belmond.