The strength of tranquility of Shuum Boutique Wellness Hotel
Discover, how we shaped a holistic boutique customer experience at a hotel just a few steps from the Baltic Sea.
Shuum is a 4 star boutique wellness hotel in Kołobrzeg (Kolberg) at the Polish seaside, close to wild, Baltic nature. Brand's ambitions reach far in communication and identity, drawing from holistic expertise of slow life, natural rejuvenation and healthy, local cuisine.
In the heart of the complex rebranding of the Shuum brand lie two strong elements: nordic hygge philosophy and micromoments' celebration. These make the hotel's identity stand out to its customers, enriching the stay to a deeply personal experience.
We paid attention to the smallest detail of brand's new identity - from a single Instagram post to physical presence inside the building. Our biggest success derives from developing a complete digital ecosystem - hotel website, custom booking software and online PR communication.
Shuum hotel rebrand introduced key values, that the facility offers to its visitors - complex care, contact with nature and soothing surroundings. It's a natural answer to consumer overstimulation and everyday haste and stress, bringing balance, harmony and rejuvenation.
Challenge 1:
How to convey brand's philosophy in just two words?
Challenge 1:
How to convey brand's philosophy in just two words?
Main challenge? Create a name for the hotel. During intense workshops we came up with nearly 400 propositions, which where systematically excluded from the list, reaching the final name: SHUUM. The name basically says it all. Its tone is voiceless, introducing meditation, soothing atmosphere and balance. Close to the waves of the sea, just 100m away from the main entrance.
Brand tagline - The strength of tranquility - shares values close to each guest of the hotel: a boutique experience which has everything you may need for your rejuvenation, make yourself at home and relax.
New logo represents balance, calmness and stability. The gradient stands for wellness and wide spacing symbolises air, freedom and space, while pure geometry means high quality service of the hotel.
The foundations of hotel's branding were deep strategy and analysis staying true to our values of workshopping with the client. Together we developed much than just naming, expanding to original brand essence, language, visual communication and content.
Challenge 2:
How to get heard while remaining impassive?
Challenge 2:
How to get heard while remaining impassive?
Content
Stoic Scandinavian philosophy, living close to nature, extracting power and energy from the inside - these were the core elements of hotel's offer for its visitors. It is a story of the strength of tranquility - a state of complete balance during your visit to Shuum Boutique Wellness Hotel.
Wording
Hidden meanings, understandable values, simplified language, rooting to core visitor needs, instrumentation, onomatopoeia.
Visual language
Using imagery with strong contrasts, gradients, sensual photography, unexpected connections, natural colour palettes, coherent communication.
Re-imagining the hotel identity led to new communication in the form of social media profiles on Instagram and Facebook. A series of creative workshops helped us build a distinctive language and trend observations helped us discover, what the hotel guest expect and how can we attract their social attention.
Challenge 3:
How to run social media in a nordic fashion?
Challenge 3:
How to run social media in a nordic fashion?
We decided to build our own content, running regular photo and video shoots, cooperating with ambassadors and external partners. Current hotel communication stands for coherence, engaging visuals, storytelling and close relations with recipients.
A well balanced hotel website is much more than just an address. Guests expect unique experiences already at the very beginning of their journey, no matter the device, time and knowledge about the brand they already have. The first contact with the hotel itself may as well be digital.
Challenge 4:
How to achieve digital cosiness?
Challenge 4:
How to achieve digital cosiness?
Shuum's website runs a dedicated custom booking system, launched in order to make the booking experience as complete and engaging as possible. Extensive research using neuromarketing tools at AF.lab facility allowed us to discover true emotions and behavioural patterns of user, what resulted in a well developed UX/UI of the booking engine.
Shuum Boutique Wellness Hotel is an unquestionable leader in the spa and wellness HoReCa market in Poland and as a consequence quickly achieved a status of a pioneer, closely analysing trends and individual needs of its guests.
Challenge 5:
How to use content to adapt to consumer needs?
Challenge 5:
How to use content to adapt to consumer needs?
We run communication of key dates and attractions: Shuum&Friends culinary sessions and Evenings with wine. Shuum Deli subbrand was created to promote local, fresh and organic products of the hotel's restaurant and spa.
Shuum today is a strong, modern brand, close to conscious consumers, who seek highly comforting experiences of relaxation and rejuvenation. Close contact with nature restores vital forces, refreshes your mind and calms thoughts. It is no ordinary hotel facility. Here you will find everything that your mind, body and soul might need - deep relaxation and full rejuvenation.
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ul. Saperska 42c/12, 61-493 Poznań, Poland
office@riverwood.pl
ul. Saperska 42c/12, 61-493 Poznań, Poland
office@riverwood.pl