From drawing up the brand identity, to branding guidelines, to visual creation – Horsefield has changed the Palace’s brand positioning. The essential part of the project was the series of Horsefield’s own Brand & Go method workshops.
The Mierzęcin Palace WELLNESS & WINE RESORT – one of the most admirable holiday complexes in Poland – is changing the brand communication.
The new message emphasizes the resort’s abundant offer and its receptivity to visitors seeking various forms of active holiday as well as wine lovers. The ubiquitous wine motif is stressed by the refreshed visual identity as well as the subdued-brown logo incorporating a vine symbol. All the changes are connected with extending the offer of Mierzęcin Palace with the Grape Spa – the first in Poland to use fruit grown in its own vineyard.
The new logo is simple and combines modern approach with traditional values, related to the palace’s history. The image metamorphosis is accompanied by a new website and the promotional campaign under the slogan “Mierzęcin Palace – meet the nature of pleasure”. The claim emphasizes both the resort’s offer and the potential of surrounding nature. The campaign was launched on outdoor, in the radio and local online websites and it was supported by public relations actions.
The changes also refer to the variety of wines the Palace’s cellar (one of the three largest wine cellars in Poland, and the biggest in Lubuskie Provinc) has to offer.
Tomasz Schulz, the Managing Director of Mierzęcin Palace says: We wanted the new logo to reflect all the attractions our visitors can use. With the Palace, vineyard, winery, stud, park and the Spa, this resort is undoubtedly a different place than it was a few years ago. Changing the visual identity has accented all the possibilities this remarkable resort has to offer.
The Mierzęcin Palace website (www.palacmierzecin.pl) received a refreshed layout: a clear design makes it user-friendly and easy to navigate.
The project was carried out in the cooperation with dobocom public relations agency.