Start your journey in style

MAG (Manchester Airports Groups), the UK’s largest airport group, has created the Escape Lounge. A concept that creates a calming environment for passengers of their airports and allows them to unwind and get away from the hustle and bustle of the airport terminal.

Whatever class and airline you are flying with, with free wifi and an impressive selection of complimentary hot and cold food and drink, the Escape Lounge allows you to fully relax before your flight.

The Single Malt team are extremely proud to have worked on the brand refresh for Escape Lounges, which took place across 10 lounges in the UK and USA.

Escape Lounges Branded Takeaway Cup

The Brief

Our task was to Refresh the Escape Lounge brand to create the best possible environment for MAG’s airport passengers. The project also involved a large scope of collateral including uniforms, menus, in-terminal and external advertising with a combination of offline and online advertising material.

The brand needed bringing up to date and modernising to create a fresh and calming atmosphere for the passengers of MAG’s airlines. The re-brand also needed to offer flexibility in order for it to be transferable across multiple lounges both in the UK and the USA.

Escape Lounges Logo
Escape Lounges Colour Palette

Business Objectives

MAG’s aim is to give their passengers the best possible choice of environment throughout their journey, including the time spent in the terminal. MAG’s strategy of building its own brand and operations in the food and beverage space is unique among major UK airports and is a big step towards achieving their strategy to offer more of their own products to passengers, from the car park to the departure gate.

The Single Malt team are proud of the relationship that we have created with MAG, we work very closely with them to realise and achieve their goals. Our challenge was to create a brand that is both modern and flexible, offering a brand that is transferable across multiple lounges both in the UK and the USA.

Escape Lounges employee wearing uniform
Escape Menu
Escape Lounges Flyer with Pricing

Process: Understanding, Development and Design

The Escape Lounge brand refresh involved a bright new colour palette combined with clean seasonal imagery to create a fresh and calming atmosphere, where passengers can feel like they can relax and enjoy the time before their flight.

Escape Lounge looking onto runway
Escape Lounges Complimentary Entry Voucher

Results and Successes

We created a modernised brand that allows passengers to feel like they can relax and unwind, helping MAG achieve their goal of giving their passengers the best possible choice of environment throughout their journey, including the time spent in the terminal.

The brand translates well across all platforms, from digital to print and also across all the different locations from the UK to US.

Escape Plus

As an extension of the Escape brand refresh, we were asked to create the sub-brand Escape Plus. This brand is more stripped back, introducing a copper texture and a refined colour palette to make the brand more premium.

Escape Plus Logo
Escape Plus Takeaway Cup and Flyer

The Escape brand has a fresh new look with a brighter colour palette, inviting imagery and a relaxed feel to reflect the friendly service provided. Single Malt not only provided a fantastic service, but also a fantastic brand.

Lounges Marketing Manager

Like what you see?

If you are ready to develop your brand and want to see results, we are only a phone call away. We'd love to hear from you, let's get together, chat it through and see how we can help you.

Our contact details are here.