Mollie's
motel, hotel, diner, bar and lifestyle brand
Adding character into roadside dining and motels / hotels
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.
The Branding Challenge
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.
The Strategic Insight
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:
- Bold & disruptive, yet never brash
- Elegant & stylish, yet inclusive
- Unexpected & surprising, yet always relevant
- Warm & welcoming, yet modern & considered
- Fun & playful, yet sophisticated
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:
- Diner – Offering exceptional burgers, milkshakes, ribs and more.
- Roadside Motel – Stylish, affordable rooms for travellers, families, and anyone seeking quality and comfort.
- City-Centre Hotel – Launching at Manchester’s iconic Granada Studios with interiors by Soho House, featuring a rooftop Soho House and Mollie’s own bar.
- Entertainment – A distinctive bar opening at Granada Studios, Manchester.
- Retail Store – Stocking everything from games and sewing kits to drinks.
- Coffee – Serving a unique, premium coffee blend at an accessible price.
The Impact
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.
Brahim
As a leading branding agency in London, we were approached to revitalize Mini Brahim, a much-loved convenience store brand that has been serving communities across Morocco since 1991. Originally part of Akwa Group’s roadside retail offerings, Mini Brahim has become synonymous with reliability and everyday convenience. Often found as a 24/7 offer within the Afriquia forecourt environment, the store has also operated independently across multiple locations.
Despite its popularity and strong customer base, the Mini Brahim brand had become outdated and in urgent need of a refresh. The goal? To transform it into a modern, globally competitive identity while preserving its local charm and traditional roots.
AutoPro
As a leading branding agency in Dubai, we were approached by ENOC, a prominent forecourt, roadside, and retail brand int he UAE, to develop a new and innovative car care brand. The challenge was to create a modern, disruptive brand that would stand out in Dubai’s competitive automotive market and become a flagship offering in ENOC’s brand portfolio.
The brand needed to appeal to a wide demographic—from everyday drivers to high-performance vehicles, trucks, and vans—while integrating cutting-edge car care technology. The environment also needed to reflect a clean, efficient, and premium customer experience, aligned with the high standards of performance maintenance.
