The Lone Pine Hotel, established in the 1950s, has long been a symbol of escape and connection to the lush natural environment of Batu Ferringhi. A nostalgic retreat for city dwellers and visitors to Penang Island, this iconic property needed a rebranding that would honor its heritage while infusing it with fresh vitality. LEVELS was entrusted with this delicate task, and our approach was both respectful and innovative. We embarked on a journey to reimagine The Lone Pine Hotel, developing a mid-century modern brand and visual identity that would resonate across all touchpoints within the property.

From restaurant concepts that echo the hotel’s timeless charm to a comprehensive set of brand collaterals, we’ve crafted a visual language that’s both contemporary and evocative of its rich history. Logos, signage, wayfinding, menus, and even the “do not disturb” signs have been thoughtfully designed to reflect the essence of The Lone Pine.

The Lone Pine was relaunched in 2023 as a Tribute Portfolio Collection managed by Marriott.