VERDANZA HOTEL
BRANDING | HOSPITALITY | 2020 | San Juan, Puerto Rico
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.
✦ The Challenge
Despite its popularity, Verdanza Hotel recognized the imperative to evolve its brand to align with the changing expectations of contemporary travelers.
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
Vibe • Rhythm • Passion • Family • Experience
✦ 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 Logo
Approach & Implementation
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, resonating 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.
Results
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.
✦ 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.
