The Bürgenstock Selection

Brand Strategy + Brand Design + Storytelling & Engagement

A new luxury hotel brand for Switzerland.

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Establishing traditional branding in the modern age.

Katara Hospitality Switzerland AG, based in Zug, commissioned Hotz Brand Consultants with the task of developing a brand strategy for a new luxury hotel collection and establishing it on the market. As part of the total renovation of the three hotels belonging to the group, worth more than CHF 1.5 billion, the task was to bring the traditional houses with a long history into the modern age and to effectively differentiate them from the competition in a highly competitive market.

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Brand architecture for the emergence of a luxury line of hotels.

The owner of the three destinations Bürgenstock Resort, Schweizerhof Bern, and Royal Savoy Lausanne is pursuing the goal of creating a unique collection of luxury hotels that combines high-quality hotel business, contemporary design, tradition, and refreshing hospitality. Hotz Brand Consultants developed the brand architecture for this purpose, which clearly clarifies the group's relationship to the three destinations.

As all hotels are characterised by their long history and tradition, the defined brand architecture on the one hand conveys the affiliation to a strong group and at the same time addresses the individuality of each destination. It was taken into account that possible expansion steps at home and abroad should be supported by the brand architecture in the long term.

HBC Bürgenstock KV Fahne

Development of a differentiating appearance.

To visually express the group's positioning, a brand design was developed based on the new identity, which is not only highly recognisable and presents absolute luxury but also expresses the hotels' individual histories.


Luxurious and award-winning brand identity.

The design developed by Hotz Brand Consultants was awarded the Red Dot Award in the category Communication Design 2012.