Casa Roca – Brand and digital experience for a boutique hotel in Palma
Client
CASA ROCA
Country
Spain
Year
2026
About the project
Casa Roca is a 10-suite boutique apart-hotel located in the historic centre of Palma de Mallorca. Set in a former papelería with over a century of history, the project blends heritage, Art Deco influences, and a strong focus on wine and gastronomy. Morpheon was commissioned to define the full brand universe and design the digital experience, from identity to website.
Challenges & goals
Testimonial
Challenges & goals
The challenge was to balance historical heritage with a contemporary, premium positioning. The brand needed to feel intimate and distinctive, while appealing to a demanding international audience. At the same time, the website had to support direct bookings, present multiple experiences, and translate a highly sensory concept into a clear digital journey.
Our solution
Brand Strategy
We defined a complete positioning built around heritage, gastronomy, and intimate luxury. Messaging pillars, tone of voice, and narrative structure were created to ensure consistency across all touchpoints.
Brand Identity
A refined visual identity was developed, inspired by Art Deco architecture and Mallorcan culture. The system includes logo, typography, colour palette, and graphic motifs designed for both digital and physical applications.
Business Assets
We created a full set of branded materials, including stationery, menus, in-room collaterals, and merchandise elements, ensuring a consistent guest experience across every interaction.
UI/UX Design
The website was designed in Figma with a strong storytelling approach. Each page was structured to guide users through suites, experiences, and the Casa Roca universe, with a focus on mobile-first navigation and conversion.
Design consulting
We extended the brand into physical space through textile and uniform design. Bathrobes, staff outfits, and branded elements were conceived to reinforce the sensory and immersive experience of the Maison.
Impact & results
A coherent brand and digital experience designed to position Casa Roca as a distinctive boutique destination in Palma.
Creative direction
Casa Roca positions itself as a boutique hotel that redefines luxury from an intimate, warm perspective, deeply connected to Mallorca’s Mediterranean surroundings. The creative direction is built on the idea that every room tells a story, shifting the focus from functionality to the emotional experience. Through a magazine-style aesthetic, a palette of earth tones and burgundy, and an elegant serif typeface, the brand conveys timeless sophistication without resorting to ostentation, evoking calm, authenticity and a sense of place.
The visual system and web design reinforce this narrative through fluid compositions, organic forms inspired by local architecture and a careful use of photography to create vivid atmospheres. The symbol—an arched doorway with concentric lines—serves as a metaphor for refuge, discovery and memory, establishing a recognisable and versatile identity. Taken together, the project creates a coherent, sensory experience that transcends the digital realm, positioning Casa Roca within the realm of contemporary luxury centred on the emotional and experiential.
