WeWantMore Creates Distinctive Brand Worlds for Faubourg 21, Brussels’ Smallest Luxury Hotel
WeWantMore unveils the brand identities for Faubourg 21, a new landmark in the Belgian capital that sets a bold standard for luxury hospitality.
Positioned as “the smallest grand luxury hotel,” Faubourg 21 offers an intimate collection of just 20 meticulously designed rooms (with interiors by Maison Sarah Lavoine), complemented by a series of curated experiences including a fine dining restaurant, a brunch bar, a beauty salon, a speakeasy and a secret garden overlooking the city. Beyond creating the hotel’s overarching identity, WeWantMore also crafted the individual brand worlds within it.
Elegance in the Heart of Brussels
Located steps from the Royal Palace and Brussels’ most celebrated art galleries, Faubourg 21 is conceived as a serene retreat from the urban bustle. This distinctive townhouse embodies individuality, human connection and timeless elegance, redefining hospitality as a haven of peace and wellbeing.
WeWantMore was tasked with distilling this vision into a cohesive brand identity that captures the spirit of discovery and layered storytelling.
At the centre of the Faubourg 21 brand is a motif of ever-blooming discovery: a flower that unfolds over time, echoing both the building’s 19th-century heritage and its hidden interiors. The wordmark is designed to subtly “open up,” mirroring the invitation extended to guests as they step into a world of carefully curated experiences.
Noisette: Playful Charm and Everyday Warmth
Noisette, the hotel’s all-day café, celebrates warmth, comfort and a touch of whimsy. Drawing inspiration from the café noisette, its identity transforms the falling drop of milk into a signature graphic gesture, playfully dotting the “i” just outside the wordmark.
A bold red-and-white palette paired with hand-drawn illustrations channels nostalgic Brussels charm while maintaining a contemporary edge. Noisette’s brand world feels inviting, lighthearted and personal.
Chaga: A Refined Retreat on the Fourth Floor
Chaga, the fine dining restaurant nestled on the hotel’s fourth floor, offers an entirely different atmosphere. Named after the calming medicinal mushroom, the space is designed for slowing down and retreating from the energy of the city.
A custom monogram, pressed into ceramics, fabrics and printed materials, serves as a subtle signature. A muted colour palette and restrained typography reinforce a sense of calm, refinement and understated luxury.
Together, Faubourg 21, Noisette and Chaga form a trilogy of complementary experiences, each with its own character, yet all united by an invitation to linger, indulge and embrace the great indoors.