• AuthorTarquin Cooper
  • Published 31 May 2022

Rebranding an icon

Transforming the hotel for triathletes

For cyclists, triathletes, trail runners and the active, there’s one Austrian hotel whose reputation deservedly stretches around the world. Until recently it was known as the Hotel Mohrenwirt. Situated in the beautiful village of Fuschl am See in the heart of Aus-tria’s Salzkammergut region, it provides the perfect venue for anyone serious about their training. The region is home to swimming in the lake, mountain running on the doorstep and some of Austria’s best known road cycling routes. With its locally sourced food, fleet of top of the range hire bikes and spa, the hotel is uniquely set up for the needs of the seriously active. Its owner Jakob Schmidlechner approached us to do a complete rebrand. For us, it was a huge honor and exciting creative challenge to give this famous hotel a makeover. Today, it’s known as Hotel Jakob.

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Putting people first

Jakob Schmidlechner is a local legend. As an IronMan athlete himself, he’s synonymous with the hotel’s sporty spirit, so the decision to change the hotel’s name to Jakob and transform his face into the logo came naturally. It also pays homage to his father and grandfather who ran the hotel before him, both of whom were also called Jakob.

The logo was our starting point. From there our creative team developed a complete new corporate design for the hotel’s stationery, menus, signs and vehicles. We also developed new logos for the popular Jakob Café and the Jakob Bike Rental, where tourists can rent anything from a high spec road bike to an e-gravel bike. Being a sport hotel, he had one additional request – to create a completely new design of their sportswear collection for their amateur and pro teams. It’s an impressive look, even more so when you see them in action.

Hotel Jakob of course is not just a hotel for sports enthusiasts, but for anyone who wants to enjoy an active stay in one of Austria’s most scenic regions. If you’re a hotel looking for a rebrand yourself, reach out – we’d love to discuss.

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