Repositioning and branding

Prima holiday - PrimaSol

New, cheerful look for holiday hotels

The recipe for a perfect family holiday.

The range of PrimaSol hotels includes everything you need for a successful family holiday. Now the hotels have been given a look and a communication that makes this holiday feeling tangible in every customer contact.

Playful like childhood memories, colourful like a cocktail with an umbrella, pastel like soft ice cream and cheerful like a summer hit. Guests are greeted by theme and area icons that embrace classic summer imagery, including the sea, beach, and sun, all rendered in soothing pastel hues. These scenic areas provide a backdrop for familiar vacation items, complemented by text statements that instantly convey a family-friendly atmosphere where fun is a top priority. Be happy" in the kids' area, savor "Prima Taste" at the restaurants, or have a "Prima Time" with the entertainment. This not only helps you find your way around but also keeps you in great spirits from arrival to check-out!

Since no existing font radiated the desired "joie de vivre" and lightness, a PrimaSol font was developed. To increase the liveliness of the font, the glyphs are changed in the continuous text for frequent characters.





Brand Story

Logo and claim

CI and CD

Building labelling inside and outside

Hotel facilities


Brand management

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