Mollie’s is a bold, modern diner and motel concept, with locations on the roadside and in city centres. Originally conceived by Nick Jones, founder of Soho House, the brand was later acquired by a visionary team determined to elevate the idea into a unique, disruptive hospitality experience. Offering outstanding value and an experience unlike anything else, Mollie’s delivers a refreshing take on dining and staying away.
As a London branding agency specialising in creating transformative brands, we were invited—at the very last moment—to pitch for this exciting project. With just days to understand the offer, we visited the Oxford flagship to experience the brand first-hand. Inspired by what we discovered, we developed a compelling concept over a single weekend, built on inclusivity, surprise, and delightful contrasts.
The vision for Mollie’s was to create an unforgettable dining and hotel / motel experience that could scale nationwide—and potentially globally. While rooted in the charm of the American diner, the new brand needed to express a more refined, sophisticated take on Americana: stylish, modern, and cool.
This project presented a rare opportunity for any branding company—to revitalise an under-appreciated sector dominated by low-cost, low-quality roadside hotels. The challenge was to create a branding strategy that combined entry-level pricing with world-class standards. We also needed to carefully dial down the Americana element to avoid a cliché “themed” experience, while still acknowledging its influence with subtlety and elegance.
Our thorough research and competitive analysis revealed a clear market gap and an exciting opportunity to disrupt the value-driven hospitality sector. We defined the brand’s DNA as be better, be different, be Mollie’s—bringing exceptional style and quality to all, regardless of demographic.
The brand expression became a series of contrasts:
This approach allowed us to create a brand that celebrated diversity and challenged preconceptions—always surprising guests with something new.
The Solution
We crafted a brand identity centred on people and their unique stories, symbolised by the versatile Mollie’s ‘M’—consistent in shape and colour but always paired with diverse, unexpected scenarios. A builder who loves Bach. An elderly ballerina named Madonna. A tattooed hipster who’s a city councillor. The brand playfully subverted stereotypes, embodying the “surprise and delight” ethos at every touchpoint.
The identity retained a light Americana influence—just enough to nod to its origins—while focusing on modernity, inclusivity, and charm.
Service Areas
Mollie’s spans several key verticals:
The brand has flourished, gaining recognition as a groundbreaking, disruptive hospitality offer. The Manchester city-centre hotel, diner, and entertainment venue are near completion, with new openings already planned for 2026.
Our Perspective
For our branding agency in London, this was an inspiring project—one we are incredibly proud of. Our work spanned interiors, signage, uniforms, packaging, digital platforms, coffee and personal care branding, store design, communications, and more. Everything was meticulously designed to feel modern yet mid-century, stylish yet approachable, with a cool but understated Americana vibe.
We believe the project showcases what a leading branding company London can deliver—blending strategic insight, creativity, and flawless execution to create a brand that’s both disruptive and timeless.
Although we’ve yet to enter the project into awards, we’re confident that as the next phase of work unfolds, it will earn the recognition it deserves.