VP Sognio

In a highly standardized hotel market, where luxury is reduced to a number of stars, VP Hoteles identified the opportunity to create a proposal capable of changing the rules of the game. It was not about opening a new hotel, but about redefining the very concept of luxury within the premium urban segment.

VP Sognio was born as that evolution. A brand conceived to transcend opulence and build an experience that exceeds conventional expectations. An urban oasis down to the last detail, where every space is designed so that the guest will want to narrate episodes of their life.

The main challenge consisted of building a new, more human and contemporary category of luxury. A luxury that was neither cold nor distant, but approachable, authentic, and welcoming.

It was necessary to develop a differential positioning that would elevate the four-star hotel experience into an unexpected territory, caring for every detail and every interaction. In addition, the brand had to consolidate its own identity within the group, with a solid naming, narrative, and visual system capable of sustaining its future growth.

Baud developed a comprehensive strategy that shaped the brand idea Welcoming Luxury: a new category focused on the human experience. A sanctuary where every detail inspires and every atmosphere welcomes. A luxury defined by its craftsmanship, its hospitality, and its ability to make the guest feel at home away from home.

The strategic platform is articulated around pillars that guide behaviors, design, and experience. From this foundation, a name with international projection was built, along with a sophisticated and timeless visual identity system and a coherent experience across all touchpoints.