CASE STUDY - CASA ROCA
Building the brand universe of Casa Roca, a boutique hotel in Palma
Brand strategy, visual identity, storytelling, UX/UI design and physical brand applications for Casa Roca, a 10-suite boutique apart-hotel set inside a historic former papelería in the heart of Palma de Mallorca.
From the first positioning workshops to the website, room narratives, menus, uniforms and guest touchpoints, Morpheon developed Casa Roca as one connected hospitality brand.
The challenge
Our role
Collaboration
Lessons learned
Client
Espais Roca SL
Industry
Hospitality · Boutique Hotels · Travel · Gastronomy
Project Timeline
2025-2026
Scope - End-to-End
Brand Strategy · Brand System · Storytelling · UX/UI Design · Digital Experience · Brand & Guest Assets · Textile & Uniform Design · Design Consulting
Technologies
Laravel 10 · React 19 · PostgreSQL · Docker · OVH European Cloud · GitLab CI/CD · Google Maps API · WAF · Auto-Scaling · HTTPS/SSL
TIMELINE
Discovery & On-site Immersion → Brand Strategy → Brand System → Storytelling → UX/UI Design → Brand & Guest Assets → Physical Experience → Brand Rollout
The challenge
Casa Roca was never simply a hotel branding project.
The property occupies a former papelería in the historic centre of Palma, a building connected to more than a century of local and family history. Its transformation into an intimate 10-suite apart-hotel required a brand capable of preserving that heritage without becoming nostalgic or traditional.
The challenge was to translate the building’s history into a contemporary hospitality experience for an international audience.
Casa Roca also had a broader story to tell. Wine, gastronomy, architecture, family memories and Mallorca itself were all part of the concept. These elements needed to coexist within one recognisable universe rather than appear as separate themes.
The digital experience had another role: visitors needed to understand the property, discover its suites and experiences, connect with its story and ultimately move naturally towards a direct booking.
And because the brand would live far beyond the website, every decision had to work across physical environments too – from menus and stationery to bathrobes, staff uniforms, in-room materials and other guest touchpoints.
The objective was therefore not to design individual assets.
It was to build Casa Roca as a complete hospitality brand.
Our role
Morpheon worked across the complete Casa Roca brand experience, connecting strategy, storytelling, visual identity, digital design and physical applications.
SCOPE OF WORK
Brand strategy and positioning
Brand Strategy & Positioning
Definition of Casa Roca’s positioning, brand promise and differentiation.
Storytelling & Verbal Identity
Brand narrative, messaging, tone of voice and claims.
Brand system
Visual Identity
Logo, typography, colour palette and graphic language inspired by the property’s heritage and architecture.
Brand Guidelines
A complete framework for consistent use of the identity across every touchpoint.
Digital experience
UX/UI Design
Responsive website design combining storytelling, suite discovery and booking journeys.
Physical brand experience
Brand & Guest Assets
Menus, stationery, in-room collateral, printed materials and branded touchpoints.
Textiles & Uniforms
Bathrobes, staff uniforms and textile applications extending the identity into the property.
Design Consulting
Creative direction for materials and physical applications throughout Casa Roca.
Connecting digital and physical hospitality
One of the central principles behind the project was continuity.
A guest might first encounter Casa Roca through Instagram, discover its story through the website, explore a suite on mobile, make a booking, arrive at the property, read the story inside their room, order from a menu and interact with the team.
Those moments happen across completely different media, but they should feel like encounters with the same brand.
That principle informed decisions throughout the project.
The typography used digitally needed to work editorially. Colours needed to translate from screens to textiles and print. The tone of voice needed to work for a website headline as naturally as for an in-room message.
The objective was not perfect repetition, but instant recognition.
Behind
the scenes
The final Casa Roca identity is the result of research, conversations, site visits, discarded concepts, sketches, Figma iterations, material explorations and hundreds of small decisions.
Working on the project while the physical property itself was taking shape created a particularly dynamic process. Architecture, hospitality concepts and brand decisions could influence one another as Casa Roca evolved.
This gallery captures part of that process – from our first visits to the construction site to identity explorations, website prototypes and the development of the physical brand experience.
LESSONS LEARNED
Every project rooted in a physical place brings a different perspective. Casa Roca strengthened how we approach hospitality brands where history, design and guest experience need to become one coherent system.
LESSON 1
Beauty and conversion
have to work together
A hospitality website can be highly editorial and visually distinctive, but it still has a fundamental commercial purpose: generating bookings. Casa Roca reinforced the importance of balancing storytelling and atmosphere with prominent calls to action, intuitive date selection and frictionless access to booking. Strong hospitality design should create desire while making the next step immediately obvious.
LESSON 2
Being on site changes
the creative process
Visiting Casa Roca during construction allowed us to understand details that drawings and video calls could not communicate. Experiencing the scale, architecture and materials first-hand influenced decisions across the identity and its physical applications. When branding and space are deeply connected, direct immersion in the environment can fundamentally improve the work.
LESSON 3
Heritage is a powerful
source of differentiation
When a property has genuine history, the strongest ideas are often already there. Casa Roca’s former owners, its papelería heritage, architecture and connection to Mallorca gave us a rich foundation for the brand. The challenge was deciding what to preserve and what to reinterpret, creating an identity rooted in the past without feeling nostalgic or expected.
LESSON 4
Every brand touchpoint
is part of the same experience
Guests discover and experience a hotel across multiple physical and digital touchpoints, often long before they arrive. The website, booking journey, room stories, menus, uniforms, textiles and physical space all contribute to their perception of the brand. Casa Roca reinforced the importance of designing these interactions as one connected experience while adapting each one to its specific context.
Creating a hospitality brand people remember beyond their stay?
