Zakolovers
Branding for a boutique hotel with a highlander soul in Zakopane
About Zakolovers
A few steps from the Tatra National Park, on Toporowa Cyrhla in Zakopane, a place unique in every respect is being created – Osada Cyrhla Villas. These are 52 luxury apartments located in 12 stylish villas built in accordance with the idea of eco-thinking.
“Zakolovers wants to create an enclave in Zakopane free from the hustle and bustle of fairs and plastic junk. For both adults and children, it wants to create a space to discover the treasures of Podhale – wonderful nature, folk art and forgotten traditions.
About the brand strategy and the concept
Authenticity, true art of Podhale, “dusting off” the spirit of Witkiewicz – we considered all these features important to create a unique place on the map of Poland and Europe. What did we want the new brand to be? Modern with a touch of Zakopane, connected with art, respecting tradition and religion, unconventional, pro-ecological and warm. And what did we definitely avoid in the brand values? Minimalism, cheapness, for art connoisseurs, trash, only for athletes, self-confidence.
Zakopaneness in the graphic symbol
The strongest signal of the brand, i.e. its name, was to symbolize the feeling and attachment to Zakopane – the real one from the 19th century, where pride, nature and beauty mattered, hence Zakolovers. We used the popular parzenica in the signet – quite exploited but … we decided that since we create 70% of the brand for guests from abroad, this symbol of Podhale is worth placing in the sign. The logos of individual investments, i.e. the apartment operator, are a natural consequence of the construction of the main sign.
Keyvisual and brand visual style
When creating the visual style of Zakolovers and Osada Cyrhla Villas, we wanted to combine traditional elements of Zakopane art with modern design.
We were strongly inspired by the characteristic details of the folk art of Zakopane, but also by relatively modern artists such as Zofia Stryjeńska. We tried to show the natural beauty of nature and its power in the image.
Brand colors – we used a deep, “bottle” green as the leading color, associated with prestige and elegance, because Zakolovers investments are directed to the premium segment of Clients and Guests.
Backgrounds and structures – as complementary elements in the backgrounds, we used concrete (architectural modernism) and wood (spruce texture characteristic of the art of Podhale)
Details, pattern and iconography – we found inspiration among rosettes and shapes characteristic of Zakopane art
Projects of consumable materials
Assess whether we managed to consistently translate the branding concept into the materials used in brand communication.
We designed both sales support elements and a huge amount of small information materials or digital media for the campaign.
Business stationery
Using the pattern, we somewhat referred in communication and style to the most exclusive brands such as Louis Vuitton. However, our pattern has a unique, Zakopane detail and style.
Sales materials
We have developed a full package of materials for individual Clients: from a teaser (first contact), through a catalog about the investment and with it a presentation package of interiors in 3 styles, apartment cards and price lists. In addition, we have also designed information materials for Investors financing the project.
Apartment cards
For all 52 apartments, we have developed apartment cards showing precise plans with dimensions, exterior elevation views, sections (important for large areas). We have also made 3D visualizations for all types of apartments in 3 visual styles. Due to the great interest of foreign clients, we have developed Polish and EN versions of all materials.
Visualizations internal
and external
For the Cyrhla Villas settlement, we prepared a concept for the development of the green area and the surrounding space. We also completed projects for visualization of the interiors and the area around the buildings. From the point of view of the quality of the visualization, we wanted a photorealistic representation of the surroundings and interiors.
Interior design materials
Due to the fact that the apartments located in the settlement offer a 5* hotel standard, we conducted research on elements used in the best hotels in the world. We selected the best and most interesting practices when designing utility elements for interiors. All with future Guests in mind.
Clothing Designs
for the Service Team
One of the tasks in this comprehensive branding was to develop “unusual” service uniforms. In our idea, the Guest entering the Cyrhla Villas Settlement should feel like they are in old Zakopane. Hence the strong inspiration from folk costumes when designing individual types of clothing.
Directional signage and green area
The Cyrhla Villas Resort includes a beautiful green area with a forest and a stream that is over 30 years old. Due to its size and various recreational functions, good signage was an important element. We have implemented both access and internal signage projects as well as signage in the green area. In the design, we took care to use natural materials (wood, stone) and gave them a functional form.
Conceptual sketches of the green area
When creating conceptual sketches for the development of the green area, we first reached for the tradition of wooden architecture in the Zakopane style (hence the idea for the gate). We also designed concepts for water gutters for children to play in the stream, a mini highlander cottage in which we recreated old highlander everyday objects as toys, and a beach house by the stream inspired by old highlander huts.
Special elements
The project included unique works such as Christmas videos with wishes or … useful trinkets with our four-legged friends in mind.
We had a lot of fun implementing these tasks. We will be happy to create unique branding elements for you as well.
Interior graphics
“Drawing handfuls” from the work of outstanding Polish artists fascinated by the art of Podhale, we have developed a whole line of large-format graphics inspired by Zofia Stryjeńska’s illustrations. Monika Jarosławska was responsible for the designs.
Social media with a highlander soul
Social media in the branding project was an important element of presenting the Zakolovers brand concept.
In social media communication, we developed a communication strategy based on several assumptions: 1. Showing the art and culture of Zakopane (as an element of education and interest in potential buyers), 2. Showing the beauty of the Tatra nature (including plants, animals) 3. Interest and encouragement to actively spend time in the mountains (interesting trails, places) 4. Showing the progress of construction and the uniqueness of the investment.
Website design and implementation
We developed the graphic design and clickable models, and our sister company eFresh implemented the Zakolovers company website and the pages of the individual stages of the Cyrhla Villas investment. On the investment pages, the user can check the availability of premises, download a complete set of information about the investment and obtain information about the technical conditions of construction and its progress.
View page: www.zakolovers.pl
Mobile app
for guests
As part of the preparations for the launch of the condo hotel, we developed a concept, functional specification and user flow for the Zakoservice mobile application. The application has three user groups: Apartment Owners, Guests and the Zakoservice Service team. For Apartment Owners, control functions were intended (viewing cameras on the premises, booking calendar, information on planned fees and rental income, settlement status). For Guests, the application was to be a form of “virtual holiday organizer”, i.e. at the Guest’s request, the service booked additional attractions, allowed for renting a car or equipment for the mountains, shopping for gifts or ordering breakfast to the apartment.
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