Muir

Five-star hospitality on the Halifax waterfront

Muir is a new-build hotel designed to serve as the centerpiece of “Queen’s Marque” — Halifax’s ambitious waterfront re-development project. The challenge was to craft a brand that honored the region’s heritage and culture while making a bold, forward-looking statement about its future.

Our approach leaned deeply into the character of Nova Scotia and Halifax with a “quiet luxury” brand that balanced understated refinement with a nuanced sense of place. Along with developing the hotel’s name, identity system, guest materials, and launch campaign, we also created the branding for its signature restaurant, Drift, and its exclusive speakeasy, BKS.

See more: Muir Halifax on Instagram

Interior Design: Studio Munge
Photography: Muir Halifax / Studio Munge

The Muir Halifax visual identity, developed by Love & War, draws inspiration from Nova Scotia's maritime heritage and enduring craftsmanship. The custom logotype and symbol balance contemporary elegance with a timeless sense of place, creating a distinctive luxury hospitality brand rooted in the region's culture and landscape.
Granite wayfinding marker within Queen's Marque, Halifax's landmark waterfront district. Alongside creating the brand strategy, naming, and visual identity for Muir Halifax, Love & War developed the branding and positioning for Queen's Marque, establishing a cohesive identity that connects the district, its architecture, public spaces, and hospitality experiences.
Reception Muir
Lobby interior of Muir Halifax, a five-star luxury hotel on the Halifax waterfront. Love & War developed the hotel's brand strategy, naming, visual identity, website, and branded guest experience, creating a contemporary expression of Nova Scotia's quiet luxury through custom materials, furnishings, and refined design.
Custom tartan blanket created by Love & War for Muir Halifax as part of the hotel's visual identity. Inspired by Nova Scotia's coastal landscape, the bespoke textile brings the brand into the guest experience through color, pattern, and craftsmanship, reinforcing the hotel's quiet luxury philosophy.
Handcrafted pottery by a Nova Scotia artisan reflects Muir Halifax's commitment to local craftsmanship and a sense of place. Love & War developed the hotel's brand strategy and visual identity, drawing inspiration from the region's natural color palette, materials, and maker culture to create an authentic luxury hospitality experience.
Guest room at Muir Halifax, designed by Studio Munge, featuring a custom tartan blanket created by Love & War as part of the hotel's visual identity. Inspired by Nova Scotia's maritime landscape and color palette, the bespoke textile extends the brand into the guest experience through locally rooted design and craftsmanship.
Branded umbrella overlooking Halifax Harbour at Muir Halifax. Love & War developed the hotel's brand strategy, naming, visual identity, and guest experience, extending the identity across custom amenities that connect guests to Nova Scotia's coastal landscape in every season.
Muir Halifax extends onto Halifax Harbour as part of the Queen's Marque waterfront development, strengthening the hotel's connection to the water and the city. Love & War developed the hotel's brand strategy, naming, and visual identity to reflect Nova Scotia's maritime heritage and contemporary sense of place.
Guests dining at Drift, Muir Halifax's signature waterfront restaurant, where Atlantic Canadian ingredients and contemporary cuisine reflect Nova Scotia's rich culinary culture. Love & War created the restaurant's name and brand identity as part of the hotel's overall brand strategy, extending Muir's sense of place into every dining experience.
Custom hospitality uniforms created by Love & War for Drift, the signature restaurant at Muir Halifax. Designed as part of the restaurant's visual identity, the uniforms reinforce the luxury dining experience through bespoke apparel inspired by Nova Scotia's natural landscape and understated elegance.
Fog drifting across Halifax Harbour, one of the natural elements that inspired the brand identity for Muir Halifax. Love & War developed the hotel's brand strategy, naming, and visual identity, drawing from Nova Scotia's weather, landscape, and maritime character to create an authentic luxury hospitality brand.