Differentiating a hotel in one of Greece most popular destinations.
Since its opening in 1995, one generation of the owner family have taken care of Varos Villas, a hotel with breathtaking views over the Caldera at Santorini. Now under the new management, the sought to refresh the hotel's brand identity—both visually and verbally—to align it with the vision for the property and its offerings.
Over the past year, we’ve worked closely with Thomas and his team to achieve this transformation, guiding them through a process designed to position the hotel for the future. Here’s a glimpse into our collaboration.
Finding a unique selling proposition in a crowded market.
Santorinis undoubtedly one of the most sought-after tourist destinations globally, with a wide array of hotels catering to travelers. So, how could Varos stand out?
During our initial workshops and discussions, it became evident that Varos unique selling proposition (USP) lies in its ability to showcase the authentic side of the volcanic terra of Santorini. While the region is famous for its glamorous crowds and jet-set lifestyle, it also offers rich historical narratives and genuine local experiences that must be explored.
This concept became the foundation of our brand work: Various is the essence of Greece and it's islands.
With this core idea in place, we began defining what the “real” Santorini looks like, allowing guests to immerse themselves in its spirit and ethos. This involved outlining the brand’s values, pillars, purpose, and vision. Once these were established, we turned our attention to refining the hotel’s brand language.
+181%
Brand visibility.
+140%
Website users.
+197%
Increase in Spa revenue.
+160%
Website bookings
Over 2 years of partnership.
Sources: Google Analytics, Brandwatch
From the outset, Thomas envisioned creating a more approachable brand focused on nature and authenticity. We wove these elements into the hotel’s narrative and positioning, and brought them to life through the Tone of Voice guidelines we developed. These guidelines pose three simple questions for any future hotel communication:
Does it sound like it was written by a member of the family or team?
Does it sound like something someone might say in conversation?
Does it make Varos sound interesting and enjoyable?
Becoming horticulturalists to shape a new visual identity.
In parallel with the verbal rebranding, we began updating the hotel’s visual identity and design. Varos a lush, tranquil spa retreat that offers guests a sanctuary from life’s distractions. With this in mind, we felt the brand’s visual identity could lean further into this serene, natural atmosphere located directly at the stunning caldera.
To capture the essence of the spa & pool outdoors, we gathered a variety of plants, leaves, and flowers from the hotel’s grounds and created a herbarium—a collection of preserved plant specimens. These plants were pressed and dried, becoming the foundation for the hotel’s refreshed visual identity, which included a new logo, imagery, typography, and color palette.
The updated logo honors the hotel’s heritage and tradition while feeling modern and fresh. The brand’s trademark was redesigned to echo the shape of a sharp caldera stone. In short, the natural beauty of the hotel has been infused into every design element, from printed materials (like menus) to branded merchandise (like tote bags).
Varosnew visual and verbal identity shines through on its newly launched website, which Entourage Atelier also developed. Mages highlight the people who play a central role in the guest experience, while the written content conveys the emotions and stories Thomas wants his guests to experience. This approach is especially evident on the website’s ‘Explore’ page, which delves into the hotel’s offerings through personal accounts of the family’s history and connection to the area. As Varos Villas reopens for the summer season, we’re excited to see its new brand continue to evolve and extend throughout the guest experience. If you’re interested in learning more about this project, feel free to reach out to us today.
