{"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":"2026-08-27T13:27:15","modified_gmt":"2026-08-27T11:27:15","slug":"casa-roca","status":"publish","type":"page","link":"https:\/\/www.morpheon.co\/fr\/case-study\/casa-roca\/","title":{"rendered":"CASE STUDY – CASA ROCA"},"content":{"rendered":"
\n
\n
\n

\u00c9tude de cas \u2013 Casa Roca<\/span><\/p>\n

Conception de l\u2019univers de marque de Casa Roca, un h\u00f4tel boutique au c\u0153ur de Palma
\n<\/h1>\n<\/div><\/div>\n<\/div>\n\n
\n

Strat\u00e9gie de marque, identit\u00e9 visuelle, storytelling, design UX\/UI et applications physiques de la marque pour Casa Roca, un apart-h\u00f4tel boutique de 10 suites install\u00e9 dans une ancienne papeterie du centre historique de Palma de Majorque.<\/p>\n

Des premiers ateliers de positionnement au site web, en passant par les r\u00e9cits des chambres, les menus, les uniformes et chaque point de contact client, Morpheon a fa\u00e7onn\u00e9 Casa Roca comme une marque h\u00f4teli\u00e8re d\u2019un seul tenant.<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n

\n
\n
<\/span><\/div>\n<\/div>\n<\/div>\n\n
\n
\n

Le d\u00e9fi<\/p>\n<\/div><\/div>\n<\/div>\n\n

\n

Notre r\u00f4le<\/p>\n<\/div><\/div>\n<\/div>\n\n

\n

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

\n

Le\u00e7ons tir\u00e9s<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n

\n
\n
<\/span><\/div>\n<\/div>\n<\/div>\n\n
\n
\n

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

\n

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

\n
\n
<\/span><\/div>\n<\/div>\n<\/div>\n\n
\n
\n

Secteur<\/p>\n<\/div><\/div>\n<\/div>\n\n

\n

H\u00f4tellerie \u00b7 H\u00f4tels boutiques \u00b7 Voyage \u00b7 Gastronomie<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n

\n
\n
<\/span><\/div>\n<\/div>\n<\/div>\n\n
\n
\n

Calendrier du projet<\/p>\n<\/div><\/div>\n<\/div>\n\n

\n

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

\n
\n
<\/span><\/div>\n<\/div>\n<\/div>\n\n
\n
\n

P\u00e9rim\u00e8tre \u2013 De A \u00e0 Z<\/p>\n<\/div><\/div>\n<\/div>\n\n

\n

Strat\u00e9gie de marque \u00b7 Syst\u00e8me de marque \u00b7 Storytelling \u00b7 Design UI\/UX \u00b7 Exp\u00e9rience digitale \u00b7 Supports de marque et supports clients \u00b7 Design textile et uniformes \u00b7 Conseil en design<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n

\n
\n
<\/span><\/div>\n<\/div>\n<\/div>\n\n
\n
\n

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

\n

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

\n
\n
<\/span><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n
\n
\n
\n

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

D\u00e9couverte et immersion sur place \u2192 Strat\u00e9gie de marque \u2192<\/span> Syst\u00e8me de marque \u2192 Storytelling \u2192<\/span> Design UI\/UX \u2192 Supports de marque et clients \u2192<\/span> Exp\u00e9rience physique \u2192 D\u00e9ploiement de la marque<\/span><\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n

\n
\n
\n

Le d\u00e9fi<\/h2>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n
\n
\n

Casa Roca n\u2019a jamais \u00e9t\u00e9 un simple projet de branding h\u00f4telier.<\/p>\n

Le lieu occupe une ancienne papeterie du centre historique de Palma, un b\u00e2timent li\u00e9 \u00e0 plus d\u2019un si\u00e8cle d\u2019histoire locale et familiale. Sa transformation en un apart-h\u00f4tel intime de 10 suites appelait une marque capable de pr\u00e9server ce patrimoine sans verser dans la nostalgie ni le classicisme.
\nTout l\u2019enjeu \u00e9tait de traduire l\u2019histoire du b\u00e2timent en une exp\u00e9rience h\u00f4teli\u00e8re contemporaine, \u00e0 la hauteur d\u2019une client\u00e8le internationale.<\/p>\n

Casa Roca avait aussi une histoire plus large \u00e0 raconter. Le vin, la gastronomie, l\u2019architecture, la m\u00e9moire familiale et Majorque elle-m\u00eame faisaient partie du concept. Autant d\u2019\u00e9l\u00e9ments qui devaient cohabiter dans un m\u00eame univers reconnaissable, et non appara\u00eetre comme des th\u00e8mes s\u00e9par\u00e9s.<\/p>\n<\/div><\/div>\n<\/div>\n\n

\n

L\u2019exp\u00e9rience digitale avait, elle, un autre r\u00f4le : permettre aux visiteurs de comprendre le lieu, de d\u00e9couvrir ses suites et ses exp\u00e9riences, de se connecter \u00e0 son histoire et, au bout du compte, de les amener naturellement vers une r\u00e9servation en direct.<\/p>\n

Et parce que la marque allait vivre bien au-del\u00e0 du site web, chaque d\u00e9cision devait aussi tenir dans l\u2019espace physique \u2014 des menus et de la papeterie aux peignoirs, aux uniformes du personnel, aux supports en chambre et \u00e0 tous les autres points de contact client.<\/p>\n

L\u2019objectif n\u2019\u00e9tait donc pas de concevoir des supports isol\u00e9s.<\/p>\n

Il s\u2019agissait de b\u00e2tir Casa Roca comme une marque h\u00f4teli\u00e8re \u00e0 part enti\u00e8re.<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n

\n
\n
\n

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

\n

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

\n

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

\n

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

\n

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

\n

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

\n
\n
\n\n<\/div>\n<\/div>\n\n\n\n\n\n
\n
\n
\"logo-partie-back-morpheon\"<\/span><\/div>\n<\/div>\n<\/div>\n\n
\n
\n

Notre r\u00f4le<\/h2>\n

Morpheon est intervenu sur l\u2019ensemble de l\u2019exp\u00e9rience de marque Casa Roca, en reliant strat\u00e9gie, storytelling, identit\u00e9 visuelle, design digital et applications physiques.<\/p>\n<\/div><\/div>\n\n

P\u00e9rim\u00e8tre d\u2019intervention<\/span><\/h2>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n
\n
\n

Strat\u00e9gie de marque et positionnement<\/h2>\n<\/div><\/div>\n\n

Strat\u00e9gie de marque et positionnement<\/strong>
\nD\u00e9finition du positionnement de Casa Roca, de sa promesse de marque et de sa diff\u00e9renciation.<\/p>\n<\/div><\/div>\n\n

Storytelling et identit\u00e9 verbale<\/strong>
\nR\u00e9cit de marque, piliers de message, ton de voix et accroches.<\/p>\n<\/div><\/div>\n<\/div>\n\n

\n
\n
\n
<\/span><\/div>\n<\/div>\n\n
\n
<\/span><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n
\n
\n

Syst\u00e8me de marque<\/h2>\n<\/div><\/div>\n<\/div>\n\n
\n
\n
\n

Identit\u00e9 visuelle<\/strong>
\nLogo, typographie, palette de couleurs et langage graphique inspir\u00e9s du patrimoine et de l\u2019architecture du lieu.<\/p>\n<\/div><\/div>\n<\/div>\n\n

\n

Charte de marque<\/strong>
\nUn cadre complet pour un usage coh\u00e9rent de l\u2019identit\u00e9 sur chaque point de contact.<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n

\n
\n
\n
\n
<\/span><\/div>\n<\/div>\n\n
\n
<\/span><\/div>\n<\/div>\n<\/div>\n\n
\n
\n
<\/span><\/div>\n\n
<\/span><\/div>\n<\/div>\n\n
\n
<\/span><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n
\n
\n

Exp\u00e9rience digitale<\/h2>\n

Design UI\/UX<\/strong>\u2028
Design de site web responsive alliant storytelling, d\u00e9couverte des suites et parcours de r\u00e9servation.<\/p>\n<\/div><\/div>\n<\/div>\n\n

\n
\n
\n
<\/span><\/div>\n\n
<\/span><\/div>\n<\/div>\n\n
\n
<\/span><\/div>\n<\/div>\n\n
\n
<\/span><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n
\n
\n
\n
\n