Blueberry Hill Business Hotel

Perfectly positioned in Honeydew, just moments from Lanseria Airport, Sandton, and the Eagle Canyon Golf Course, Blueberry Hill is a new boutique business hotel designed for discerning professionals and lifestyle-focused travellers. Offering everything from state-of-the-art conference facilities to unique dining and penthouse investment opportunities, the hotel is poised to become a 360° lifestyle destination.

Circle’s challenge was clear: create a compelling brand identity that carves out space for Blueberry Hill in a highly competitive hospitality market, while celebrating its rare combination of convenience, calm, and sophistication.

A rhythm of refined functionality

We anchored the brand around a concept inspired by time and flow. The rhythm of business, travel, and productivity. The Blueberry Hill logomark is a visual metaphor for the rotation of a clock, suggesting seamless movement through the day. Each curved shape within the mark nods to clock dials, symbolising both precision and progress, while doubling as elegant graphic devices across print and digital applications.

A colour story unlike any other

Rejecting the tired tropes of corporate blue, we looked to the hotel’s namesake for a bold departure. A rich indigo, evocative of ripe blueberries, forms the foundation of the brand palette, layered with complementary berry tones that feel both luxurious and inviting. The result is a colour system that disrupts the business hotel category while still communicating elegance and credibility.

A system built for modern mobility

From corporate stationery to vehicle livery, wayfinding, uniforms and conference collateral, Circle designed a cohesive visual language that scales effortlessly across platforms. The brand holds its own in both B2B and lifestyle contexts, ready to welcome local executives, international investors and leisure guests alike.

With an identity that captures both function and flair, Blueberry Hill is now perfectly positioned as the city’s freshest take on business travel, a destination that works as hard as its guests do.