Alpenzeit Resort
Personal project
2026 - in progress
Inspired by Paolo Sorrentino's movie Youth, the Swiss spa resort offers healing, relaxation, and entertainment among the meadows, lakes, and mountains of the Swiss Alps. I'm designing the identity and experiences of the resort through collateral. The art direction is guided by the movie's imagery, music, and story. The project is informed by research into the identities and positioning of five-star hotels and resorts.
The project will include:
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visual identity and system
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hotel collateral essential for guest journey (ex. key and card holder, luggage tag)
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design for spa services (ex. toiletries, packaging, beauty)
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design for food and entertainment (ex. menus, brochure of evening events, coasters)
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signage and wayfinding
Logo and name
Alpenzeit means Alpine time in German. Time stops at the resort, as guests escape into the mountains to rest and reflect. I explored two directions: one inspired by the cow head from a scene in the movie, and one inspired by resilient Alpine flowers.
Building on the timelessness and sharpness of Alpine and Swiss clarity, a geometric exploration of the gentian flower led to the beginnings of an identity system.
Connecting collateral, guest experience, and brand storytelling
The collateral tells the story of the guest journey through the resort's unique offerings of activities for the body and mind, personalized treatments, and cultural entertainment programs.
Below are explorations and first drafts of the hotel collateral, exploring color, layout, type, and logo use and lockup.
Hotel collateral
Must-haves in a hotel, and explorations of the resort's identity. Notice graphics deconstructed from the logo - the small x-shaped ornament comes from removing the outer outline of the logo.
Progress
The project is in its early stages, and I've loved crafting the concept and story of this hotel from my favorite movie. Below is a screenshot of my references for hotel branding, collateral, and the movie.
