Founded in 1948, Leylaty has long represented the pinnacle of Saudi hospitality, known for its gracious service, refined experiences and enduring commitment to quality. As the Kingdom continues its transformation, Leylaty recognised the need to evolve from a heritage institution into a globally relevant hospitality brand that reflects modern Saudi excellence. 

TGP International was appointed to lead a complete brand refresh, shaping an identity that honours the brand’s cultural roots while aligning it with the future of Saudi luxury hospitality. 

THE BRIEF 

The objective was to reposition Leylaty as a world-class hospitality group that could expand confidently into new markets and sectors. The refreshed identity needed to preserve authenticity while elevating clarity, sophistication and global appeal. 

The brief called for a redefined visual language supported by a contemporary tone of voice. The new brand system had to be versatile enough to represent a growing portfolio of fine dining, events and lifestyle experiences while maintaining coherence across every guest touchpoint. 

Brand Narrative 

Rooted in the traditions of warmth and generosity, Leylaty’s new narrative articulates a brand built on personal service, careful attention to detail and a quiet commitment to doing things well. The guiding line “Your Experience is Our Legacy” reflects this approach — hospitality shaped by consistency, respect for the craft and the quality of every experience. 

“Our aim was to honour the essence of Leylaty’s legacy while positioning it for a new era of global relevance. The outcome is a brand that feels confident and timeless, rooted in Saudi heritage.” 
— Jemina Louise Adewole, Graphic Designer, TGP International 

Every touchpoint is considered and intentional, reflecting a deep respect for craft and authenticity. The brand speaks with quiet confidence, inviting guests into experiences that are enduring, grounded and distinctly Saudi. 

Design and Identity Direction 

TGP International’s design approach centred on elegance, legibility and cultural resonance. 

• Logo Evolution: The refreshed wordmark takes cues from contemporary fashion typography, pairing refinement with subtle character. It forms a confident visual signature that feels modern while remaining grounded in the brand’s heritage. 
• Colour Palette: Deep midnight blue, inspired by the Saudi Arabian night sky, reflects the meaning behind Leylaty’s name and its heritage as a distinguished leader in hospitality. It serves as the primary tone, symbolising depth and prestige. Gold accents introduce warmth and craftsmanship, while neutral shades add balance and sophistication across print and digital formats. 
• Typography and Materiality: A refined sans-serif type system delivers clarity and versatility. Premium materials such as embossed textures, gold foiling and matte finishes bring a tactile richness to menus, stationery and packaging. 
• Tone of Voice: The refreshed voice expresses confidence with restraint. It reflects luxury through precision, communicates exclusivity with authenticity and ensures that every word feels purposeful. 

Design in Application 

The new identity translates seamlessly across guest experiences and operational environments. From event invitations and menus to signage and digital interfaces, every element reinforces the brand’s commitment to excellence.
 
Gold detailing and tactile finishes heighten the sensory impact of printed materials, while the digital system ensures consistency and scalability for a global audience.  

The brand architecture allows flexibility for future verticals, positioning Leylaty as a hospitality leader ready to grow beyond borders. 

Outcome 

The refreshed Leylaty identity establishes a contemporary benchmark for Saudi hospitality. The new system projects confidence, elegance and clarity, presenting Leylaty as a brand of international calibre without compromising its cultural depth. 

It now stands as a trusted emblem of Saudi refinement and innovation, prepared to lead the next era of regional and global hospitality with authenticity and ambition. 

Contributors 

A special thanks to the project team who worked on Leylaty: Jemina Louise Adewole, Gabriel Murray and Konstantinos Manginis.