Rebranding Poziom 511: A Luxury Hotel in the Heart of the Polish Jurassic Highland

Poziom 511 is a contemporary hotel perched atop the highest peak of Jura Krakowsko-Częstochowska, surrounded by lush greenery and limestone cliffs. Originally a leader in modern architecture, shifted towards wellness and slow life and rebranded as Jura Wellness Hotel & SPA. The rebranding was focused on showcasing its prime location in the true heart of Jura, one of the most mysterious and tourist interesting regions of Poland. Combining conscious tourism with self-care has been the brand's long-standing mission, which remains a focal point in the rebranding effort.

To drive growth and reflect changes, we established a standardized visual identity, featuring a new symbol - the iconic limestone monadnocks of the surrounding landscape. A uniform visual style was created for all hotel materials, incorporating a typography system and a defined color scheme inspired by the Jurassic limestone rocks. During the rebranding, we aimed for a more sustainable approach and reduced the use of physical materials, making it convenient for guests to access digital equivalents through the integration of QR codes. We digitized laundry and mini bar forms, with QR codes available on reusable cotton laundry bags and refrigerator doors in every hotel room. The traditional multi-page hotel guide has been replaced with an online guide. Glass water bottles with proper information are conveniently available in each room, allowing guests to refill them at any of the hotel's bars. The event information guides were designed to promote outdoor and wellness activities, and the restaurant menu was updated to showcase the local herbs in their dishes. A new SPA menu was also created, offering treatments with organic cosmetics and local natural resources such as grapes from the hotel's vineyard.