A CASA
Flexible branding for A CASA Apartments
Client:
A CASA
Industry:
Hotel & tourism
Services:
Branding, Logo
Challenge:
An unprofessional overall appearance with various logos and confusing communication. The external impression is that of a chaotic, low-cost provider.
What we did:
Rebranding including modular logos, further development of the color palette and development of a harmonious font system to consolidate the value of the brand.
Result:
Perception of the apartment group as a strong entity, united under a solid umbrella brand, while simultaneously preserving the distinct characteristics of the sub-brands. Clarity in visual communication and successful image transformation toward the premium segment.
The 4-star A CASA group rents first-class holiday apartments in Tyrol. The consistently improving quality of its apartments in recent years has positioned A CASA in the high-end premium segment and ensured solid growth. Guests appreciate the privacy, exclusive wellness areas, and first-class comfort offered by these luxurious holiday apartments.
To communicate the company's entry into the high-quality premium segment externally, we were hired to redesign all apartment logos and develop the branding. We were also responsible for fine-tuning the text in the offer and reservation communications.
The logo designs impress with clarity, consistency, and elegance, conveying a sense of exclusivity and luxury. The flexible use of harmonious colors and striking (gemstone) symbols completes the look.
A palette of matte, understated colors underscores the quiet elegance inherent in A CASA's branding. The colors are subtle and unobtrusive. To ensure consistent color representation across all communication media (whether printed or digital), precise Pantone, CMYK, RGB, and HEX color codes were defined from the Pantone Color Bridge guides.
The serif typeface Cormorant supports all languages required for A CASA (German, English, Italian, Czech, Polish, and Russian) and serves as the main font. The exceptionally wide range of weights allows for flexible use for a variety of purposes. The unusual combination of tall k-lines and small counters gives the typeface a particularly strong character, while old-style numerals ensure a harmonious reading flow of numbers in the text. All of this results in sophisticated branding, conveying a sense of calm, and thus perfectly suits A CASA.
The symbols from the respective house logos serve as secondary stylistic elements and are used as visual anchors above main headings, in colored buttons or transparently as surface design to create a connection to the logo design and thus ensure uniform, harmonious branding.
The subtle repetition of colored buttons with the logo symbols (secondary stylistic elements) breaks up the imagery and creates a visual connection to A CASA on social media. The symbols of all houses are also featured on the letterhead and in the email signature.
Further details on branding can be found in the Corporate Design Manual.
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