Hemingways Collection is a family-owned hospitality and travel group in Kenya and Rwanda renowned for its portfolio of exquisite boutique hotels and its comprehensive range of travel services.

Hemingways commissioned Greenspace to undertake a comprehensive appraisal and repositioning of its brand strategy and narrative, brand identity, guidelines, and digital and merchandising collateral.

The work elevates Hemingways’ brand presence while preserving its distinctive heritage and coincides with the group’s expansion with properties in Rwanda, adding to its Kenyan portfolio, positioning Hemingways as a benchmark for originality and personalisation in the luxury African travel market.

Central to the revitalisation is the updated palm motif, a contemporary refinement of a mark deeply associated with the group’s heritage.

The brand legacy idea, ‘Always Original. Always Personal’ accentuates Hemingways’ deeply personal approach to luxury, focused on ensuring each guest experience feels rare, memorable, and emotionally resonant.

The overall brand approach is based on original, unscripted moments, avoiding clichés in favour of authenticity, in line with the group’s ethos, informing the art direction for film and photography, paired with an elegant colour palette, and destination-specific patterns.

Greenspace’s new identity balances timeless sophistication with a warm, human touch. Distinct colourways and motifs differentiate Hemingways’ three hotel types: City, Safari, and Coast, while maintaining a cohesive brand experience across the collection.