Ikador is a new luxury boutique hotel & spa, located in the coastal town of Ika on the Opatija Riviera. We created the hotel’s brand and communication strategy, name, slogan and visual identity. Our brand strategy united the vision of the owner and key world trends in the luxury class, the geographic and historical uniqueness of the micro-location, and the wishes and habits of modern guests.
Ika is located in the heart of the Opatija Riviera, which boasts a crystal clear sea and inspiring nature, much of which provides health benefits. Due to this beauty, throughout history it was considered nearly as glamorous as the French Riviera and attracted many famous historical figures. Royalty, such as Emperor Franjo Josip I and wife Empress Elizabeth called Sissi, Romanian King Carol I and his wife Queen Elizabeth, and geniuses, such as Anton Chekhov, James Joyce, Isadora Duncan and Albert Einstein are just some of the inspirational figures who came to the Opatija Riviera to heal and enjoy the sea, nature and the air.
Apart from the rich history and beauty of the location, the name of Kvarner comes from the Latin Mare Quartenarium, meaning a sea of four directions. Four of the world’s greatest composers, Giacomo Puccini, Gustav Mahler, Franz Lehár and Emmerich Kálmán came here in search of peace, sea air and inspiration. These four members create the noble harmony of our location and this foundation is the brand story that plunges us into a sense of peace, health and beauty.
The meaning of the word Ikador is a construct of the words Ika and the French “d’or”, meaning made of gold, and the first tones of the musical octave do, re (mi, fa, so, la, ti, do). With its connotations, the name refers to a golden Ika, but also to the music of these famous composers who found inspiration here. The meaning of the name is perfectly complimented by the “Sounds Perfect” slogan.
In addition to the name of the brand, we named the hotel restaurant Nobilion, the cigar bar Edgar and the hotel experience manager Maestro as he directs all the experiences the hotel guests desire.
The visual identity of the brand, by art director Maja Bagić Barić, was inspired by the very meaning of the word Ikador. The minimalist design of the logo is enhanced by the letter “d”, which has been converted into a musical note. The illustrations dominating the visual identity are inspired by composers, as well as a sea motif due to the hotel being located on the sea. The artist created impressive illustrations highlighting an unusual combination of both motifs: fish-violin, sea-horse-saxophone, lobster-piano and horn-rays. Just as composers often use everyday objects as musical instruments, producing interesting sounds and tones, the intention of the brand logo was to achieve a harmonious combination of these unusual motifs, the sea and music. Blue and gold are used in the visual identity. Blue is associated with the color of the Kvarner Sea, while the gold is associated with the color of musical instruments, while further stimulating the feeling of elegance and luxury.
In addition to the visual identity and the signage concept, a series of spatial installations have been installed throughout the interior of the hotel. These installations were inspired by experimental notes of music and compositions by Mahler, Lehár, Puccini and Kálmán. The composition of each installation comes from traditional notation and sheet music. The engraved text of the brand story adds to the visitor’s imagination and invites her to explore the sounds of each installation. Light rhythmic elements, musical notation shaped from gold tubes attached to thin wires recalls the musical notes in a piece of music. These installations accompany visitors throughout the hotel and further emphasize its musical theme. These installations generate a more powerful experience for the guests by visually expressing the brand’s musical motif.
All the elements of the brand name and its visual identity are perfectly matched with the slogan, Sounds Perfect.
Brand Strategy & Creative Director: Anja Bauer
Senior Brand Consultant: Petra Despot Domljanović
Brand Consultant: Stipan Rimac
Name Consultant: Anja Bauer
Copywriters: Anja Bauer, Ivan Čadež, Stipan Rimac
Brand Implementor: Jelena Mezga
Art Director/Designer: Maja Bagić Barić
Illustrator: Maja Bagić Barić
Authors spatial installations: Maja Bagić Barić, Dora Bilić, Tina Müller
Video production: Kabinet