Tourism brand in Romania – Nobillis visual identity

“Nobillis – Carpathian Residence” is a tourism brand from Romania, a boutique hotel located in the village of Pestera, Brasov. Nobillis is also one of the projects into which we poured a lot of heart in 2016.

The brief was to reposition the Nobillis brand, to recreate the visual identity (starting from the old identity), and to build a new website that is relevant to the potential client and capable of generating conversions.

The strategy part was the most complex. Following several weeks of analysis, discussions, and work, we arrived at a set of elements focusing on: Client segmentation, Brand essence, Brand promise, Brand purpose, Brand Vision, Brand personality, Point of difference, Key messages, Cultural and environmental responsibility, Us (about identity).

Strategy is the most important part of this reconstruction flow; it is the backbone, the element upon which everything is built and which gives meaning to all other dimensions of the brand.

But this article is about the visual identity.

We started from the strategy. We added the phrase “Carpathian Residence” to the logo to suggest differentiation at the very first contact with the brand. We built all identity elements keeping in mind the brand essence: “experience at height.” We reconstructed the logo based on the owners’ desire to keep “something” from the old symbol and to preserve the idea of the “lily flower” (fleur-de-lis)—a heraldic symbol found among the emblems of noble coats of arms and rulers. The logo is also painted on the facade.