To re-establish the grandeur that got lost over the years,
Hotel Walram had to be completely redesigned, renovated, rebranded, and repositioned. Chapters was the right call to make to reinvent the magic of Hotel Walram.
Hotel Walram is a family business that grew into a community of historical buildings over the years.
With every expansion, the authenticity of Hotel Walram was a little more lost.
Most of the original elements were stripped away, and the hotel became a blank canvas.
Due to the concatenation of the buildings, the hotel rooms all differed in size and shape.
Over the years, the hotel lost its identity and its unity.
To Chapters, the quirkiness of Hotel Walram, with its narrow hallways and split levels, is the hotel’s strength. To reposition the hotel, we took the family history as the story of the hotel – rebranding the hotel to a grand boutique hotel in which the history comes to life in the quirky rooms and hallways. This became the hotel’s unique selling point.
With the repositioning of Hotel Walram, a whole new target audience became available – not only the existing tourists and large groups, but also couples looking to spend a weekend away became an ideal guest.
For the rebranding Hotel Walram, we took both target audiences as a focal point in the design process. Making sure the branding oozed modern classic with an ode to heritage.
The new concept for Hotel Walram is inspired by a Disney classic – Beauty and the Beast.
Disney is pure warmth and magic; the exact feeling that we translated into the concept of Hotel Walram. The residents in Beauty and the Beast welcome Belle with their song ‘be our guest’, which we used in the concept for Hotel Walram. In Beauty and the Beast, the castle comes to life with a dancing decor. The decor tells the story of the castle. For Hotel Walram we created a decor in a timeless emerald, that tells the story of the hotel’s grandeur and radiates the warmth of a grand boutique hotel.
For the design, we realised everything a hotel needs in the new Walram Hotel branding;
a door hanger, writing paper, business cards, bed runners, bottle hangers, glassware & tableware.
We rolled out the branding online from their socials to their online advertising and their website, on which you can now experience the magic of Hotel Walram.
