Conran Design Group has repositioned luxury accommodation provider Cheval around “Generous by design,” shifting the brand from a product-led proposition toward experiences defined by space, time, and attention. A new elongated C containing two horses references Cheval's Knightsbridge origins, while Season typography, deep teal, bespoke property emblems, and flag-inspired signage replace more generic black, white, and gold luxury conventions. The flexible identity supports Cheval's expansion across serviced apartments and branded residences while giving individual properties room to express their distinct locations and character.