Chapter Hotel

We are delighted with the approach taken by JSD. From our very initial ideas, they have provided practical solutions, which have been delivered on time and on budget.

Chapter Hotels

“JSD have developed a wonderful new look that combines the practicality of a hotel uniform with casual chic and fits our brand. We have been delighted with the approach that Susanne and her team have taken. From our very initial ideas they have provided practical solutions, which have been delivered to us on time and on budget. They have been extremely helpful and the team love their new uniforms.”

That ringing endorsement comes from Anne Allin, Head of Marketing at Swire Hotels UK, the operating company that recently launched Chapter Hotels in Cheltenham and Exeter.

The 4 star boutique hotels are in period buildings, renovated with flair – a collaboration of architects and designers who have created beautiful, enjoyable spaces. The client came to us with a very clear vision of the workwear look they believed would be a perfect fit for their front of house teams – and asked JSD to make their concepts a reality.

Their brief to JSD was to create a ‘non-uniform uniform’: not a suited and booted look but altogether more relaxed – and with an accent on quality. The front of house team is young and dynamic and they wanted to give them a uniform they would enjoy wearing – one of the edicts was that all of the staff would wear white and taupe trainers!

Our design team created a relaxed, almost preppy no-tie look, The suiting we sourced is a very casual fabric for the chino look trousers, skirts and sports jackets, with bone buttons and top stitching. There are plum colour sweaters for the men; the shirting fabric has a subtle ‘O’ woven pattern that echoes the Chapter Hotels logo, and picks out the plum brand colour on all shirt plackets.

The client is delighted, confirming that the uniforms created by JSD are a perfect match with the branding of the Chapter Hotels group – sophisticated, calm and contemporary, with a style and energy of its own.