The project was needed to align how the brand is perceived with what the hotel actually delivers: an Atlantic wellness destination, with a solid, current and distinctive proposition, far closer to a resort or an experience than to a traditional hotel.
Before designing, we ran a full brand diagnosis. We analyzed the existing system, its architecture and the hierarchy between symbol, name and category, along with how it behaved in digital, signage and physical materials. We found graphic overload, an excessive reliance on the descriptor hotel, and a lack of coherence between symbol, typography and emotional territory.
The strategy was to strengthen Talaso Atlántico as an umbrella brand, removing what limited its reach and simplifying the system to make it more memorable, more usable and more competitive. We treated it as a redefinition of territory, not a cosmetic redesign.
The rebranding started from a reinterpretation of the historic symbol, the star, simplifying it into a cleaner, more organic and contemporary line that holds up at any scale and on any surface. For type, we moved to a more current display face with character of its own, balancing sophistication with an Atlantic edge.
The new brand architecture clarifies hierarchy and makes the whole read as one coherent block, performing better across digital, signage, stationery, physical applications and corporate materials.
The result is a clearer, more recognizable brand, ready to compete in a demanding market, that keeps its DNA (star, name and category) but projects it into territory that is more its own, more current and more distinctive.
