Simplicity fosters trust and strengthens customer loyalty.
Focusing on what truly matters and simplifying complex ideas is often the most effective way to convey them. Simplicity allows for a smoother journey, where destinations are reached without confusion, and what we seek is easily found. What makes a brand simple? Clear, fresh experiences that leave a lasting impression.
When Fuoco Concept Spa collaborated with Entourage Atelier, the goal was to create a new, unique brand presence. The vision was to give Fuoco a distinct voice and identity, shifting the focus onto the brand itself and making each hotel a dream destination on its own, independent of its renowned locations.
The objective was to make Fuoco a destination in its own right, simplifying the virtual experience to make it more accessible and engaging. The design was inspired by the symmetry and simplicity of balearic architecture, and the result was an immersive visual experience. By choosing evocative photos, a minimalistic layout, and straightforward content that captures the essence of each hotel and location, the message was clear and impactful.
The rebranding process was deliberate and meticulous. We began by understanding the brand's core values and characteristics, then applying these to all customer touchpoints.
+130%
Website bookings.
+320%
Website users.
+400%
Spa sales and capture rate.
Over 2 years of partnership.
Sources: Google Analytics, Brandwatch
Fuoco offers guests emotions and memories that last long after their stay. It celebrates the beauty of nature and human creativity. Despite the brand's reputation, its online presence didn’t fully reflect the unique experience offered at the hotel. Each property is distinct, yet there’s a strong sense of unity across the brand. These values were already clear in the Concept Spa, but the new communication strategy emphasized them more clearly.
We strengthened the connection to the Baleares, the brand’s birthplace, while unifying the individual properties under a cohesive vision. At the same time, we highlighted the unique identity of each hotel, tailoring the brand's message to resonate with its target audience.
The updated brand identity has been applied across all communications. A new tone of voice was introduced, logos were redesigned, and the content strategy, including visual language, was optimized. The goal was consistency, ensuring that the brand values were reflected in every interaction. The result was a digital platform that enhanced the sense of belonging and offered an exceptional user experience.
In today’s market, brand positioning goes beyond traditional methods. It requires a deep connection with customers on multiple levels. Every aspect of the brand identity was carefully analyzed and refined to deliver a cohesive virtual and real-life experience.
The rebranding concept was implemented across all hotel communication materials, ensuring alignment with the newly defined brand positioning. The aim was to present a unified and consistent message that reflected the brand’s refreshed identity.
The website redesign followed this same philosophy. Each section was carefully planned to serve a specific purpose, both functionally and from a messaging standpoint. The domain architecture was restructured to resolve inconsistencies across the various properties, which had led to confusion, poor user experiences, and weak SEO performance.
The new website design emphasizes visual storytelling, making information flow smoothly while maintaining clarity and simplicity. The layout is clean and uncluttered, reflecting the natural beauty of the hotels and their locations. The online experience emotionally connects with visitors, expressing the core brand values. Great care was taken to ensure the visuals evoke a sense of discovery, guiding visitors through a journey with subtle, yet clear, calls to action that never overshadow the essence of the place.
