Único Hotels
Brand Narrative · Verbal Identity · Tone of Voice · Copywriting
Introduction / Overview
Over several months, we partnered with Único Hotels to evolve its verbal identity and define a tone of voice that could extend consistently across the brand and its properties.
The collaboration included the complete brand narrative for The Lodge Mallorca, drawing from the island’s landscape, culture and Mediterranean way of life to position the property as a contemporary refuge deeply connected to its surroundings; a place that feels as though it has always belonged there.
Alongside this, we developed We Care, a manifesto articulating the brand’s approach to responsibility through a deliberately simple premise: We focus on what matters.
Across every touchpoint, the work sought to reinforce what makes Único distinctive: a timeless perspective on hospitality, understated and rooted in place, where each property is shaped by its environment while remaining unmistakably Único. A brand that doesn’t impose itself on a place, but becomes part of it.
Selected Excerpt
(ENG)
The Mediterranean is not just a place but a way of life.
At its own pace, it unfolds the true nature of who we are.
Discovering, and activating our awareness through astonishing landscapes and breathtaking scenarios.
At the very edge of the conception of luxury, offering an unparalleled experience.
We’ve taken the Mediterranean knowledge and tailored it into a home base.
Combining a scape of adventure and activating our senses.
A lifestyle, embedded in nature.
(ESP)
Para nosotros, el Mediterráneo no es solo un lugar sino una forma de vivir.
A su propio ritmo, revela la identidad de quienes somos en realidad.
A través de sus paisajes y escenarios, descubre y expande nuestra mirada.
Encontrando el lujo, en las cosas mas sencillas.
Y es ahí, desde ese saber Mediterráneo que hemos querido crear un hogar, al que llamamos refugio.
Combinando una escapada de aventura con experiencias que nos lleven mas allá de nuestros sentidos.
Mediterráneo, es vivir al compás de la naturaleza.
Beyond an extensive field of lavender, a multitude of almond trees, carob trees, ancient olive trees, orchards, and fruit trees, The Lodge arises.
On a farm of more than 157 hectares of private nature reserve, located in the heart of the Sierra de Tramuntana, defined by elegance, calm, and a profound respect for nature. Bringing to life a new concept of luxury refuge.
Connecting with the essence of Mallorca and its Mediterranean roots.
An adventure to be taken at your own pace.
Selected Excerpt
Verbal Identity
Tone of Voice
Brand Narrative
Manifesto
Hotel Narrative
Editorial & Brand Copywriting
Deliverables/Scope