Enterprise Rebrand
Country Base: Austria
Industry/Sector/Keywords: Hospitality, Hotels, Luxury, Travel, Destinations, Tourism, Places, Countries

Below: Before and After Images in Slide Show, Summary, Credits

Industry Setting

The luxury boutique hotel The Amauris in Vienna, formerly known as The Ring Hotel, is located on the famous Ringstrasse. We wanted to differentiate the hotel from renowned hotel brands located nearby such as Hotel Bristol, The Ritz-Carlton and Hotel Imperial.


Our task was to put their rich past and heritage in a contemporary context, while creating a compelling name and story that would entice guests to stay in the hotel and Vienna throughout the year.


We connected the strengths of the Viennese history and Habsburg Monarchy with the refined wishes and lifestyle of guests who have visited the most exquisite locations in the world. We therefore linked the Habsburg monarch with The Great Monarch Butterfly that lives like the modern guest – traveling incredible distances to witness the beauty of the monuments of a stupendous past. The Amauris is named after the genus of the Great Monarch butterfly.

Metaphorically speaking, the guests are like the Great Monarch butterfly. One would say that butterflies are just pretty, but they are more than meets the eye. They travel miles and miles, they are a messenger of change, and incredibly inspiring in their beauty.

The logo is a typographic solution formed from the letter “A” set between two brackets that mimic the wings of a butterfly. Visual, verbal identity and the interior design create the aura of a beautiful and unique butterfly pulsating delicately to inspire every guest.


The hotel is fully booked throughout the year and is currently the best-rated Viennese hotel on booking.com. The name and its meaning are well received by guests and employees alike. The creative concept has also become the basis of employer branding and a brand video that will be filmed in Vienna.


Client: The Amauris Vienna – theamauris.com
General Manager: Nicole Zandt
Director of Sales & Marketing: Mike Faber

Brand Strategists/Designers: Fabular – fabular.agency
Creative Director: Anja Bauer
Art Director: Maja Bagić Barić
Senior Brand Consultant: Petra Despot Domljanović
Naming Consultant/Copywriter: Anja Bauer
Copywriter: Anja Bauer
Copywriter: Maja Đaković
Senior Brand Implementor: Jelena Mezga

Translation/Proofreading: Cody McClain Brown