From an inherited corporate identity to a contemporary Mediterranean brand

In 2018, azuLine Hotels, one of Ibiza’s leading hotel groups, undertook a full renewal of its visual identity to update its positioning, reinforce brand recognition and build a graphic language aligned with the company’s evolution.

The project was led by the current CEO and Creative Director of YATÚ STUDIO during his time as Brand Guardian within azuLine Hotels, in collaboration with the design studio Minimalgraphics.

The previous identity responded to visual codes from another era: dark blue tones, serif typography, a geometric monogram and a more rigid corporate structure. It conveyed solidity, but struggled to express the bright, approachable and Mediterranean dimension of the azuLine experience.

The new identity moved towards a softer, more organic and contemporary visual system. Rounded forms, a lighter tone and a more flexible brand architecture helped create a warmer and more recognizable hotel brand.