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Vesper

WHEN DIVERSITY SPEAKS ONE LANGUAGE

Vesper Hospitality stands for a multi-faceted hospitality culture – from (boutique) hotel to dining and events to golf and conferences. This diversity increasingly presented the brand with the challenge of acting clearly recognisably outward and in a structured way inward. It called for a forward-looking realignment that creates both clarity and identity, uniting all of Vesper Hospitality's products under one consistent umbrella brand: strategically sound and visually coherent.


In a joint brand workshop, values, self-image and vision were therefore sharpened – paving the way from a purely golf-oriented hotel product to a hospitality brand.

Client:
Vesper GmbH & Co. KG
Industry:
Services:

Launch of Vesper Hospitality – from the strategic repositioning of all product brands and outlets to the implementation of a clear, brand-defining visual identity.

“Das Vesper Hotel” logo over the illuminated hotel entrance in natural stone masonry.

The goal of the brand process was to develop an identity that connects different services and audiences – without losing individuality. Based on the workshop results, a strategically aligned brand and product architecture was created, establishing Vesper Hospitality as a connecting framework while allowing the sub-brands and products – from hotel experiences to dining, conference services and differentiated golf offerings – their own distinct presence.

Branding-Mockups für Vesper Hospitality zum Jubiläum „100 Jahre Gastfreundschaft“ – gezeigt auf einer Zeitungsanzeige, Briefpapier und einem Desktop-Monitor.
Brand-Design-Board für Vesper Hospitality mit Farb- und Texturmustern, edler schwarzer Mappe und geprägten weißen Visitenkarten.
Graue Flagge mit der weißen Aufschrift „DAS VESPER HOTEL“ an einem Fahnenmast vor grünem Blätterdach.
Zweiteilige Bildcollage: Oben eine weitläufige grüne Golfplatz-Landschaft, unten eine Servicekraft, die eine Tasse Cappuccino mit Vesper-Logo serviert.

Based on a stringent brand strategy, a visual identity was developed that conveys values such as ambition, authenticity and closeness. At the centre: a logo concept built on a clear system. Every product is complemented by individual sub-logos, differentiated through typography and graphic elements, yet visually related. A modern, calm design language creates emotional accessibility and strong recognisability – across every touchpoint.

Collage von Hotel-Ausstattungen für Das Vesper Hotel mit gebrandeten Pflegeprodukten, einer Broschüre, Türhängern und der Eingangsfassade.
Warm beleuchteter Eingangsbereich von Das Vesper Hotel bei Abenddämmerung mit Natursteinmauer, Glasfront und Blick in die Lounge.
Branding-Präsentation für Vesper’s Restaurant & Bar mit Instagram-Ansicht auf einem Smartphone, Visitenkarten und einer Cocktailkarte.
Moodboard für Das Vesper Hotel mit Material- und Farbmustern sowie Fotobeispielen für Außen- und Eingangsbeschilderungen.
Mood board for the Vesper Hotel: half-timbering, the logo on a tree slice, a brook and a misty golf course.

The design system developed thus creates orientation while leaving room for character: colour palettes, imagery and design elements were crafted to reflect the diversity of the offering. An overarching look and feel connects the touchpoints without standardising them. The result is a brand image that makes both the individual character of each outlet and the identity of the umbrella brand visible – consistent, scalable and future-proof. This created a strategic and design foundation that lets regional partners carry the brand forward independently, so the presence stays coherent in the long run. Successfully so!