{"id":3109,"date":"2026-08-26T18:39:17","date_gmt":"2026-08-26T16:39:17","guid":{"rendered":"https:\/\/www.morpheon.co\/?page_id=3109"},"modified":"2026-09-07T16:36:19","modified_gmt":"2026-09-07T14:36:19","slug":"casa-roca","status":"publish","type":"page","link":"https:\/\/www.morpheon.co\/es\/case-study\/casa-roca\/","title":{"rendered":"CASE STUDY – CASA ROCA"},"content":{"rendered":"
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CASE STUDY - CASA ROCA<\/span><\/p>\n

Construcci\u00f3n del universo de marca de Casa Roca, un hotel boutique en Palma
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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 papeler\u00eda in the heart of Palma de Mallorca.<\/p>\n

From the first positioning workshops to the website, room narratives, menus, uniforms and guest touchpoints, Morpheon developed Casa Roca as one connected hospitality brand.<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n

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The challenge<\/p>\n<\/div><\/div>\n<\/div>\n\n

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Our role<\/p>\n<\/div><\/div>\n<\/div>\n\n

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Collaboration<\/p>\n<\/div><\/div>\n<\/div>\n\n

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Lessons learned<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n

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Client<\/p>\n<\/div><\/div>\n<\/div>\n\n

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Espais Roca SL<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n

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Industry<\/p>\n<\/div><\/div>\n<\/div>\n\n

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Hospitality \u00b7 Boutique Hotels \u00b7 Travel \u00b7 Gastronomy<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n

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Project Timeline<\/p>\n<\/div><\/div>\n<\/div>\n\n

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2025-2026<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n

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Scope - End-to-End<\/p>\n<\/div><\/div>\n<\/div>\n\n

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Brand Strategy \u00b7 Brand System \u00b7 Storytelling \u00b7 UX\/UI Design \u00b7 Digital Experience \u00b7 Brand & Guest Assets \u00b7 Textile & Uniform Design \u00b7 Design Consulting<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n

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Technologies<\/p>\n<\/div><\/div>\n<\/div>\n\n

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Laravel 10 \u00b7 React 19 \u00b7 PostgreSQL \u00b7 Docker \u00b7 OVH European Cloud \u00b7 GitLab CI\/CD \u00b7 Google Maps API \u00b7 WAF \u00b7 Auto-Scaling \u00b7 HTTPS\/SSL<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n

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TIMELINE<\/span><\/p>\n<\/div><\/div>\n\n

Discovery & On-site Immersion \u2192 Brand Strategy \u2192<\/span> Brand System \u2192 Storytelling \u2192<\/span> UX\/UI Design \u2192 Brand & Guest Assets \u2192<\/span> Physical Experience \u2192 Brand Rollout<\/span><\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n

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The challenge<\/h2>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n
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Casa Roca was never simply a hotel branding project.<\/p>\n

The property occupies a former papeler\u00eda 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.
\nThe challenge was to translate the building\u2019s history into a contemporary hospitality experience for an international audience.<\/p>\n

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.<\/p>\n<\/div><\/div>\n<\/div>\n\n

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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.<\/p>\n

And because the brand would live far beyond the website, every decision had to work across physical environments too \u2013 from menus and stationery to bathrobes, staff uniforms, in-room materials and other guest touchpoints.<\/p>\n

The objective was therefore not to design individual assets.<\/p>\n

It was to build Casa Roca as a complete hospitality brand.<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n

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Transforming a century of history<\/strong> into a contemporary hospitality identity.<\/p>\n<\/div><\/div>\n<\/div>\n\n

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Standing out in Palma\u2019s premium hotel market<\/strong> without relying on conventional luxury codes.<\/p>\n<\/div><\/div>\n<\/div>\n\n

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Connecting heritage, architecture, wine and gastronomy<\/strong> within one coherent brand universe.<\/p>\n<\/div><\/div>\n<\/div>\n\n

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Translating a sensory concept into digital<\/strong> while maintaining the character of the physical experience.<\/p>\n<\/div><\/div>\n<\/div>\n\n

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Balancing storytelling and conversion<\/strong> across suite discovery, experiences and direct booking journeys.<\/p>\n<\/div><\/div>\n<\/div>\n\n

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Extending the brand across every touchpoint,<\/strong> from digital and print to menus, in-room assets, textiles and uniforms.<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n

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Our role<\/h2>\n

Morpheon worked across the complete Casa Roca brand experience, connecting strategy, storytelling, visual identity, digital design and physical applications.<\/p>\n<\/div><\/div>\n\n

SCOPE OF WORK<\/span><\/h2>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n
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Brand strategy and positioning<\/h2>\n<\/div><\/div>\n\n

Brand Strategy & Positioning<\/strong>
\nDefinition of Casa Roca\u2019s positioning, brand promise and differentiation.<\/p>\n<\/div><\/div>\n\n

Storytelling & Verbal Identity<\/strong>
\nBrand narrative, messaging, tone of voice and claims.<\/p>\n<\/div><\/div>\n<\/div>\n\n

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Brand system<\/h2>\n<\/div><\/div>\n<\/div>\n\n
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Visual Identity<\/strong>
\nLogo, typography, colour palette and graphic language inspired by the property\u2019s heritage and architecture.<\/p>\n<\/div><\/div>\n<\/div>\n\n

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Brand Guidelines<\/strong>
\nA complete framework for consistent use of the identity across every touchpoint.<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n

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Digital experience<\/h2>\n

UX\/UI Design<\/strong>\u2028
Responsive website design combining storytelling, suite discovery and booking journeys.<\/p>\n<\/div><\/div>\n<\/div>\n\n

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