Refreshing a Global Ecosystem
Client: Barceló Hotel Group
Strategy
Branding & Design
Barceló Hotel Group has evolved beyond its identity as a hotel chain to become a complex multi-brand ecosystem. From its four commercial brands (Royal Hideaway, Barceló, Occidental and Allegro) to its purpose (Regen), loyalty (myBarceló) and events (meetBarceló) brands.
THE CHALLENGE
Aesthetic and systemic refresh
How do you update the Group’s brands to bring in a sense of freshness while respecting elements already implemented across its hotels and without disrupting operations? And how do you ensure coherence within a long-established brand ecosystem, where each brand plays a distinct role? This was not about redesigning logos, but about redefining the space each brand occupies in people’s minds: injecting modernity while strengthening existing brand equity.
THE STRATEGY
Clear positioning meets renewed identity
We approached Barceló Hotel Group as a whole greater than the sum of its parts, identifying the strategic contribution of each sub-brand to optimize the group’s architecture. Once their roles were defined, we crafted a distinct narrative for each brand, developing new brand platforms, differentiated tones of voice, and complete visual identities.
The result is an integrated system where each brand’s essence flows consistently across all audiences, from internal teams to end customers, at every touchpoint.
