In hospitality, branding often begins with visual identity. A logo, a palette, a typeface, and a set of guidelines that help everything feel consistent.

That foundation matters. But it is rarely the full picture.

Guests experience a brand through how a space functions and how it feels to move through it. The choices made beyond the visual layer play a large role in shaping that experience.

Merchandise, gifting, and printed pieces are part of this. When they align with the environment, they feel natural. When they do not, they can feel disconnected. The difference usually comes down to selection rather than scale.

At House of COCOLILY, we help hospitality brands think through these decisions in a practical way. What belongs in the space. What serves a purpose. What feels unnecessary.

Often, the answer is not to add more, but to choose fewer pieces that fit well.

Branding beyond the logo is about supporting the experience rather than competing with it. It is about making choices that feel appropriate to the setting, the audience, and the way the space is used.

At the bottom of this Journal post, we are sharing a small selection of pieces that reflect this approach. These are examples of what we curate, not a complete offering.

Because in hospitality, the strongest branding tends to be the kind that feels like it was always meant to be there.