Branding for a design-led hotel in the Gastein Valley

Studio Bruch created the name, brand identity, verbal language, photography direction, illustrations, and signage for Hotel Blü, a newly opened hotel founded by Eva Eder and Bibiana Weiermayer in Austria’s Gastein Valley. The work positioned the hotel as an urban, lively, colorful alternative to traditional local hospitality, using a bud-like signet, rounded forms, a distinctive floral palette, playful illustrations, and the claim “I am so free.” Studio Bruch helped shape a coherent world across touchpoints, from neon signage and carpets to wayfinding and vouchers. The project was central to differentiating the hotel from nearby competitors, supporting premium room rates despite a relatively modest wellness offering, and expressing the founders’ ambition to create an inclusive, design-savvy destination that “blooms differently.”