Brand identity for a free-spirited hotel in Hofgastein

Studio Bruch created the brand identity and positioning for Blü Hotel, a hotel in the Gastein Valley centered on freedom, growth, and ease. Inspired by Emperor Franz I, known as the flower emperor, the concept ties blossoming flora to the hotel’s name and spirit. Under the motto “Am so free,” Studio Bruch developed a lively wordmark and signet, a fresh color and type system, and a broad visual language that balances contemporary energy with a sense of rootedness. The work extended across wayfinding, signage, stationery, printed materials, textiles, and environmental applications. Illustrations by Sebastian Curi added bold, playful characters that communicate the hotel and its surroundings with confidence and humor.