Since its inception in 1948 with the opening of its first restaurant in Zurich, the Mövenpick brand has expanded to encompass wine, fine foods, and a hotel business.

With the Mövenpick Hotels & Resorts portfolio building, the time was considered right to refresh the brand identity in order “to reflect the quality, relaxed confidence and amiable efficiency of today’s Mövenpick.”

London’s strategic brand design agency Bulletproof was briefed to create the new visual identity, and went back to Mövenpick’s roots for inspiration.

Legend has it that the founder, Ueli Prager, named his company after the simple, elegant yet efficient movements of a seagull – or möwe in German, and a bird form has been a constant in the brand’s logo ever since.

Bulletproof reimagined this element, imbuing it with “new depth and movement to let it soar over a cleaner, more modern word marque within a contemporary suite of Mövenpick corporate colours.”

Bulletproof notes that “The power of the bird icon continues through to the wider brand world, with the graceful lines of the bird’s wingspan creating the architecture for the visual identity as brand marque holders and windows into the Mövenpick world. Bold secondary colours offset the new Mövenpick corporate red, bringing life to the brand and adding vibrancy and variety to hotel brochures and communications.”

A new service philosophy, ‘We Make Moments’, will also come increasingly to the fore. These moments might be in the form of recognisable Mövenpick brand signatures like Chocolate Hour – interactive pop-ups offering a quintessentially Swiss chocolate experience, whether in hotel lobbies each day or even ‘on the road’ at industry events. 

Nick Bosworth, VP brand and marketing, Mövenpick Hotels & Resorts says, “Mövenpick Hotels & Resorts is deeply proud of its Swiss heritage. But in a world that’s becoming ever more global – and with our own international footprint of hotels growing each year – we needed a corporate identity that would connect at a deeper level with consumers in every market.”