Bel & The Dragon

A brand strategy refresh project for a collection of seven inns and hotels in South West England, operating within the Fuller’s group. Repositioning the brand as boutique country inns, leaning into their unique heritage and local attributes. Repositioning the collection as a boutique country inns that embody the true spirit of hospitality, where guests can unwind in distinctive and charming settings. With a focus on warmth, comfort, and a genuine connection to local communities, the brand aims to provide a welcoming retreat for visitors seeking a taste of the countryside and the flavours that define each season.