Setting new standards for hospitality with Das Dorner
Successful transformation of a family business
With the takeover of the hotel by the next generation and its extensive renovation came the opportunity to strategically realign the Das Dorner brand. The goal was to evolve the character of the house, keep the brand relevant in the long term and create a brand experience that consistently connects the modern architecture, the values of the host family and the holiday experience.
Since the generational change we have been accompanying the Götsch family as lead agency in the continuous development of the brand. Together, Das Dorner was positioned as a place to feel good, enjoy and unwind — embedded in the orchards of South Tyrol with a clear focus on hospitality, design and slowing down.
- Client
- Hotel Das Dorner, Algund, South Tyrol
- Services
- Brand and communication strategy
- Corporate design
- Touchpoint strategy
- Creative & art direction
- Communication material
- Website
The brand identity was carefully aligned with the architecture and atmosphere of the house. Colours, shapes and materials pick up the hotel experience and create a consistent brand world with high recognition value.
The heart of the implementation was the completely new website and a holistic brand experience — from brochures and guest information to door hangers, slippers and merchandise, down to countless details accompanying the guests’ stay. This makes the brand tangible at every touchpoint and creates a coherent overall experience.
As a long-term sparring partner we still accompany Das Dorner in evolving the brand, making sure it keeps growing with the hotel, its offers and its guests' expectations.
- Strategic brand development in the course of a generational change
- Long-term brand management and development as lead agency
- Clear positioning in the premium hotel segment
- Development of an emotional brand and communication strategy
- A completely new website for a consistent digital guest experience
- A holistic brand experience from guest communication to hotel equipment
Stefanie Götsch, Das Dorner
“The generational change was our chance to reposition Das Dorner. FRENDZ.CLUB translated our values into a brand world that is consistently reflected from the first website visit to the stay at the hotel.”
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Our impact
We develop brands with added value for society. Since 2020 we have been supporting social projects with FRENDZ for Charity, putting our club mindset into practice.
We believe brands with attitude create impact.
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