A brand with peace
and quiet at its core
What we did
Único Hotels is a company working in the hospitality and leisure sectors in Spain with hotels in Madrid, Barcelona, Mallorca and the Costa Brava. Their first flagship hotel was Barcelona’s classic Gran Hotel Central, setting the tone for their taste in classic and subtle luxury.
When Único landed in Mallorca, they commissioned us to develop a meaningful brand for their new project: a hotel in a rural area of the island surrounded only by peace and quiet.
Creating a brand from the beginning has as many challenges as opportunities. Everything needs to be created. Nothing anchors us to the past, and yet we have to clearly define our future. Finding the brand essence let us set the right brand direction to ensure that all the brand’s messaging and communication was compelling and consistent.
As Finca Serena is a place connected with nature and designed to help people reconnect with themselves, the whole brand design, inspired by the uniqueness of the area’s landscape, history and tradition, is designed to accompany the guests, only revealing itself when appropriate and never showing off.
The brand and communication strategy defined the path for the Finca Serena brand to express itself through its different customer touchpoints. The naming, logo, packaging, art direction and tone of voice depend on a strategy flexible enough to balance and modulate the identity in each context that is applied.
The focus is always on details and minimal gestures that show the real care displayed in everything that happens in the hotel.
Finca Serena is a place connected with nature and designed to help people reconnect with their own selves. The focus is always on details and minimal gestures that show the real care displayed in everything that happens in the hotel.