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
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.
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 somewhere intimate and warm, tied closely to Mallorca's Mediterranean surroundings. The direction rests on one idea: every room tells a story, so the focus shifts from function to feeling. A magazine-style aesthetic, earth tones warmed by burgundy, and an elegant serif typeface build timeless sophistication that never tips into showiness, evoking calm, authenticity and a genuine sense of place. The visual system and web design carry that story further through fluid compositions, organic forms drawn from local architecture, and photography chosen to create atmosphere rather than just show rooms. The symbol, an arched doorway traced in concentric lines, works as a quiet metaphor for refuge, discovery and memory, giving the brand something recognisable and flexible to build on. Together, it adds up to a coherent, sensory experience that reaches beyond the screen, placing Casa Roca inside a version of luxury built on emotion rather than status.
