An Imaginative Hotel of Refined Experiences 

The imaginative past of Hotel Knopp inspired us in creating the brand strategy, slogan, and names for the bar, restaurant, and rooms, as well as the visual identity. Located in Novska, the hotel bridges the present with the charm and spirit of its imaginative past. Founded in 1865 by Adalbert Knopp Sr., it soon became a gathering place where the “elite” of Novska’s society enjoyed social and cultural events, performances, concerts, and dance parties. This hub of leisure and connection was visited by Croatian bans, Zagreb bishops, actors, artists, and royal district governors. Adalbert’s son, Adalbert Knopp Jr., continued this legacy with new ideas, successfully combining entrepreneurial spirit with imaginative thinking.

Amid a series of fascinating stories and unique features, we recognized Hotel Knopp as a place that unites an imaginative past with refined experiences. The hotel’s basement once housed an ice cellar, the ground floor had a cinema hall, and on Sundays, people gathered for “jour fixes”, the well-known social gatherings and tea parties.

Rest in an Imaginative Past 

“Its imaginative past inspires Hotel Knopp. From Adalbert Knopp, the ice cellar, the garden, and fine raspberry sodas to the “jour fixe” gatherings, from 1865 to 2025. We celebrate the visionary legacy and imaginative spirit of the Knopp family. Modernity does not turn its back on tradition; instead, it creates a more creative present, inspiring and exciting.

In a world where everything changes rapidly, step into Hotel Knopp and feel as if you’ve entered the early 20th century. Experience the thrill of emotions awakened by its imaginative past, through the peony garden, ice sculptures and cocktails, “jour fixe” gatherings, museum, and cinema hall. Just as the well-known citizens of Novska once came here to dance and enjoy their “jour fixe” evenings, today this hotel invites you to relax, unwind, and delight in the present moment.

Adalbert contributed to the creation of refined experiences. Hotel Knopp celebrates that sense of fine taste and aesthetics by blending its imaginative past with contemporary experiences.”

Brand slogan and key messages

The slogan “Rest in an Imaginative Past” invites guests to discover the stories from the rich history of the hotel and the Knopp family. We also created a series of messages that connect the hotel’s imaginative past with contemporary experiences, such as: “Moments of an Imaginative Past,” “Inspired by an Imaginative Past,” “Celebrating an Imaginative Past,” “The Old New Hotel,” “Hurry to the Past,” “Hurry to the Jour Fixe,” “Raspberry Cocktails and Grandma’s Cakes, Steeped in Dreams,” “Peonies, Raspberry Sodas, Memories of the Past, the Present,” “Meaningful Rest,” “Rest from Tiredness,” “From Glagolitic Script to Gaming,” “At the Crossroads of Past and Future,” “A Temporal, Cultural, and Geographical Crossroads,” “A Blend of Imagination and Refined Experiences,” “An Imaginative Hotel of Refined Experiences,” “An Imaginative Past, Refined Experiences,” “We Connect an Imaginative Past with Contemporary Experiences,” “We Create a More Imaginative Present,” “A Small Hotel of Great Experiences,” and “The Unexpected Awaits You.”

Visual Identity

The visual identity is elegant and classic, while the contemporary visuals, created using the digital collage technique, evoke the imaginative spirit of the Knopp family. The logo is a stylized representation of the intersection of road and railway routes. Symbolically, this intersection represents Hotel Knopp as the centre of Novska’s social life, as well as a place that unites an imaginative past with refined contemporary experiences. The logo also resembles a hashtag, which appears as a recurring motif in the hotel rooms and on the façade of the new building. By combining the elements of the railway, the hashtag, and the hotel’s name, we created a logo that is both strong and imaginative. The visuals blend nostalgia and modernity, past and present, reflecting the brand’s refined and imaginative image.

Brand Strategy & Creative Director: Anja Bauer

Head of Brand Strategy: Petra Despot Domljanović

Senior Brand Implementor: Jelena Mezga

Senior Brand Consultant: Maja Đaković

Copywriter: Anja Bauer, Maja Đaković

Brand Consultant: Petra Crnički, Ella Katherine Orešković

Art Director / Designer: Igor Manasteriotti