We knew that we would need to include a hedgehog as part of the typeface – it could not be a type and supporting icon identity. So to create something truly unique we put pen to paper to develop the illustration style. Taking the ‘O’ of a bold sans serif font enabled us to illustrate the hedgehog directly into the type of the identity, which we then extended into the visual language of the hotel. Playful character changes enabled us to push the illustration further to support other parts of the offering.