Aminess Hotels & Resorts

Building a Brand Architecture for Growth

Aminess Hotels & Resorts is one of Croatia’s leading hotel and camping operators, with a portfolio of properties across destinations along the Adriatic coast. As the portfolio expanded, so did its diversity, from different types of hotels and camping destinations to premium offerings and active and family-focused stays.

The challenge was to turn this diversity into a clear, cohesive system:

one that would make it easier for guests to understand what each property stands for, while giving Aminess a structure that could support continued growth.

We started with strategy, defining the role of the portfolio, identifying different guest needs and profiles, and establishing principles to guide the development of the brands over time.

Based on this, we developed a new brand architecture built around six specialized brands: four hotel brands and two camping brands. The goal was not simply to group properties, but to define what makes each group distinct: the character of its offering, the guests it is designed for, and its role within the broader Aminess portfolio.

Aminess Laurel was positioned as the brand for the highest-end hotel offering,

while Aminess Younique brings together properties with a distinctive character of their own — whether shaped by a unique location, history, architecture, concept or other characteristics that set them apart. Aminess Vival focuses on active vacations and family-oriented offerings, while Maradiso by Aminess brings together accessible, authentic Mediterranean hotels near the sea.

We applied the same principle to camping. Aminess Style Camping brings together premium campsites focused on comfort, service and gastronomy, while Aminess Planet Camping focuses on nature, activities and outdoor stays, particularly suited to families.

FROM BRAND ARCHITECTURE TO EXPERIENCE

Once the architecture was defined, we developed identities that give each brand a distinct character while clearly differentiating it from the others. This included naming, verbal and visual identity systems, as well as the guidelines and elements needed to bring each brand to life consistently across different environments and channels.

The work then extended to how each brand is expressed across physical spaces and communications. We developed applications across digital and physical touchpoints, from websites and apps to signage and wayfinding systems, as well as textures, patterns, spatial interventions and other elements that shape the guest experience.