BRANDING | HOSPITALITY
✦ Project scope
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Brand strategy
Brand story | Name story | Slogan | Mission statement
Brand System
Stationery | Collateral | Signage
Marketing material
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Credits
María Correia - Copywriter
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Year
2020
Location
Carolina, Puerto Rico
✦ The Challenge
The Verdanza Hotel is an independent property situated in the Isla Verde district of Puerto Rico. It has been serving the hospitality industry for over ten years now. Recently, they decided to revamp their branding to provide a better experience to their customers. The hotel takes pride in preserving the essence of its family history and values, which has made it one of the most traditional hotels in Puerto Rico.
VERDANZA HOTEL
Despite its popularity, Verdanza Hotel recognized the imperative to evolve its brand to align with the changing expectations of contemporary travelers.
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The challenge lies in preserving the essence of its family heritage while simultaneously unleashing the power of Caribbean vibes through a modern and fresh brand image, catering to a diverse and discerning clientele. Additionally, the hotel sought to distinguish itself in a competitive market and solidify its status as a destination in Puerto Rico.
Keywords
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Vibe • Rhythm • Passion • Family • Experience
Since the day we were born, our main goal has been one and one only: to be your home away from home. From the moment you walk through the front doors, our harmonious space takes you on a tropical journey that captivates your senses. The rich textures feel like soft sand, our signature scent embraces every corner like a summer’s breeze, and the colors, from coral hues to ocean blues, serve as a never-ending reminder that you are in paradise.
We believe in the power of a good smile and that is why keeping yours is our priority. Home is where great conversations, laughs, pictures, videos, and memories that will last a lifetime happen. Our passion and commitment to making you feel like part of our family create a comfortable atmosphere where you can move to your own rhythm, whatever the song may be.
Our greatest hope is that you leave with a wall full of photographs and unforgettable stories to tell. Wherever your journey takes you, Verdanza Hotel will always be there to welcome you back home.
HOMEDERFUL HAPPENS WITH YOU
✦ Brand Story & Sologan
We were wholeheartedly committed to crafting a brand story and slogan, that would inspire and connect with the hotel's cherished values and deep roots.
Home
✦ The Logo
The objective of the logo update was twofold: to uphold the core identity represented by the V icon and to enhance its versatility in reflecting the hotel's contemporary and rejuvenated aesthetic post-remodeling. Moreover, the redesigned logo and brand needed to strike a delicate balance between modernity and timelessness, ensuring it resonated with the profound meaning behind the Verdanza name. Derived from the fusion of "Verde" (green) and "danza" (dance), "Verdanza embodies the essence of passion, heart, and movement. It pays homage to the vibrant greenery that characterizes our island and celebrates our traditional dance, symbolizing our commitment to swaying to our guests' rhythm from dawn till dusk".
✦ The Design
Approach & Implementation
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Our approach began with a comprehensive analysis of Verdanza Hotel's brand heritage, target audience, and competitive landscape to develop a complete brand strategy.
My aim was to create a modern and straightforward identity that reflects the tropical atmosphere of the Caribbean, which can be experienced through the five senses. Using colors, textures, sounds, smells, and flavors were essential in bridging the gap between the meaning of the brand's name, its historical significance, and the new branding.
I paid close attention to detail while crafting the brand identity and collateral elements to ensure consistency and harmony across all touchpoints. This comprehensive approach helped create a cohesive and impactful brand presence that resonates with existing and potential customers. The final result was meticulously designed to establish a unified and cohesive image that authentically aligns with the brand's identity, values, and objectives.
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Results
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The updated branding strategy positively impacted the Hotel's brand recognition of Verdanza Hotel and was well-received by both new and repeat customers. The genuine and welcoming brand image helped improve customer loyalty and draw in new visitors looking for an unforgettable experience in Puerto Rico.
Color Palette
Typography system
✦ Restaurant & Weddings
The restaurant underwent a significant transformation to reflect the hotel's new Caribbean vibe concept. A crucial part of this transformation was redesigning the menu and logo, recognizing their pivotal roles in creating guests' culinary experiences and shaping the overall brand perception.
Additionally, with a vision to enhance the wedding experience, the establishment recognized the importance of creating captivating promotional brochures, elegant banquet menus, and thoughtful thank-you notes. These meticulously crafted materials played a significant role in realizing their goal of curating an unforgettable and inspiring celebration of love, further enhancing the hotel's brand identity and guest experience.
