Afternoon tea at the Fairmont Empress is sacrosanct, legendary – a cornerstone of the experience. Henry James said it best: “Under certain circumstances there are few hours in life more agreeable than the hour dedicated to the ceremony known as afternoon tea.” Fairmont Empress sought to extend its tea offering, in the venerated Lobby Lounge, to a much-longer-than-traditional hour. All in keeping with the revitalization of the entire property. As the hotel transformed, the Lobby Lounge nevertheless needed to hold onto its power and prestige. Toolbox helped to tell the story of the modern Lobby Lounge, using a brand identity with a voice like Prince William, overtones of Old England, and unmistakably clear-minded modernity.