Emma’s Suites: Building a Homestyle Luxury Brand in Labrador

When we first started working with Emma’s Suites, we braced ourselves for a pretty generic boutique hotel, based on how they’d branded themselves in the past. Instead, we found a business that feels more like an invitation to your friend’s living room, if that friend happens to run a four-generation family business in Happy Valley-Goose Bay, and that friend was pretty darn stylish. 

That kind of authenticity is rare, and the more we looked into the Emma’s Suites brand promise, the more we saw how that authenticity is exactly what makes them so successful! However, their brand - from logo to landing page - didn’t match who they really were. When we were asked to help marry their brand to their true personality, we were excited! So, let’s dissect Emma’s Suites logo design, colour, and collateral to balance “cozy home” with “luxury stay,” and why it works.

The Brand Promise: “Homestyle Luxury”

Before we unpack the logo, let’s anchor to what Emma’s Suites is:

“When far from home, Emma’s Suites welcomes you into accommodations as comfortable and luxurious as your own home. Our short- and long-term accommodations in Happy Valley-Goose Bay, Labrador, feature all the amenities and conveniences you expect, with a more personalized touch. Emma’s Suites is part of a four-generation family business, offering a safe, elegant place to rest, whether you’re visiting Labrador for work or play.”

That’s simple, direct, and (crucially) honest. You don’t need 47 adjectives to say “we’re cozy but also high-end.” So we came up with the tagline “Homestyle Luxury,” which nails it: two words that seem contradictory until you experience a family-run hotel that actually delivers on both.

Logo Anatomy and Symbolism

The Arch: A Doorway Home

You might overlook an arch shape as “just a design flourish.” But at Emma’s Suites, it’s intentionally an open doorway. In marketing vernacular (bullshiting), an arch is a classic “threshold” motif. It says, “Step in.” For Emma’s Suites, that threshold is literal; walk through that arch, and you’re roughly six time zones closer to your mother’s kitchen (metaphorically speaking). The use of a clean, minimal arch also hints at structure and stability, which is important for long-term corporate guests or families travelling with pets.

The Stars: Labrador Night Sky

Those tiny, gold-tinged stars sprinkled around the arch aren’t random sparkle; they evoke the Labrador night sky. At first glance, you register them as decorative. On a second glance, you realize: they tie the brand to place. Marketing-wise, that’s a neat trick; ground your visual identity in its location. It’s a subtle pride of place.

The Teal Icon: Fresh Linens and an “E”

Who gets excited over linens? If you’ve ever stayed somewhere and discovered the bed felt suspiciously crisp (AKA scratchy AF), you know that fresh sheets matter. Here, that little stacked-linen motif doubles as a stylized letter “E.” Teal is an interesting choice: it’s not screaming “luxury gold” or “royal purple.” Instead, it’s calm, modern, and clean, everything you want your bedsheets to feel like. This is a textbook example of dual-purpose iconography: functional shape + brand initial. We’re clever like that.

Typography and Colour Palette

The serif font for “EMMA’S SUITES” leans slightly vintage, think early-20th-century signage in a neighbourhood you’d want to explore. Yet, the lines are crisp and unembellished, so it never feels fussy. Pair that font with a clean sans-serif for “Homestyle Luxury,” which communicates modern convenience. The palette of off-black, muted tan/gold, and teal hits a sweet spot: approachable but not flimsy. 

Brand Synergy

Collateral Imagery

Round-cropped frames are a smart counterpoint to the logo's arch, if we do say so ourselves. Circles or really anything rounded feel informal, warm, and soft. Combine that with imagery where you get a glimpse of real, livable spaces, and things start to come together. The kitchen shot shows wooden shelves stocked with jars (again, “home” vibes) paired with sleek black cabinetry. That contrast aligns with the “homestyle luxury” tagline.

The bathroom vanity image highlights a floating countertop and backlit mirror. It feels spa-adjacent, which says, “we’re not just a B&B.” Finally, the fire pit at dusk (those earlier stars in action) calls to mind cold Labrador evenings, marshmallows, and intimate gatherings. 

We know that a well-chosen trio of images can quickly tick off functional, emotional, and aspirational boxes. Emma’s hit all three. Combining this kind of imagery with the style and graphical elements of the logo makes the collateral feel connected and consistent while staying true to who Emma’s Suites is.

Website Layout and Messaging

Scrolling emmassuites.ca, you find the exact brand promise reiterated in bold type, followed by a succinct list of amenities:

• Short- and Long-Term Stays

• 24/7 Access

• Wheelchair Accessible

• High-Speed Wifi

• Pet-Friendly

• Corporate Rates

It’s a lean, bulleted list that answers real questions: “Do I have to sacrifice Wi-Fi for peace and quiet?” “Can I bring my dog?” If you’re a marketing peer, you’ll appreciate the use of simple icons (tiny stars again) and zero filler copy. Each line is literally “Amenity name” with no fluff. That’s how you speak to a busy traveller, or a property manager who just wants you to book without scrolling a novella.

Below that, a few genuine guest testimonials provide social proof. Taken together, every piece of collateral (logo, bold headline, images, testimonials) is in lockstep: no mixed messages, no random jargon. This strategy is used throughout the site, with tight copywriting that says what needs to be said without anything unnecessary. Couple that with a layout that focuses on a simple and easily understood UX/UI design sensibilities, which are consistent with the brand personality and style. 

Final Thoughts

In a world of “reimagine your stay,” Emma’s Suites is all about being straightforward and stylish. Rogue Penguin and Emma’s Suites’ teams worked together to build a visual language that’s anchored in real stories (doorways, night skies, linens), and applied it consistently across collateral, website, and social channels. That’s how you create a brand that feels as welcoming as your living room, but with all the perks of a five-star stay.

Is your hospitality business in need of an update, a strategy, or some style? It’s time to go rogue.