La Cala started life as an apartment block, built as part of an ambitious luxury property development project in the Costa del Sol but necessity dictated that the apartment block be repurposed as a hotel, to service the three championship golf courses which had been created on the site.
La Cala benefitted from the droves of golfers who flocked to the Costa del Sol, but also suffered from being pigeonholed in this market segment too. The global downturn created a further challenge – La Cala’s existing business began to shrink. It needed to reposition itself as a resort that was relevant to a much more diverse customer base and build brand awareness on the international hospitality circuit.
From a comprehensive brand review we uncovered key insights that came to create a new positioning that guests could really relate to on a personal level – “Make it yours”. Somewhere that they can make their own, from a wild retreat for nature lovers, to a tranquil location for a families and, of course, a luxury golf destination.
This has been brought to life in a fresh new brand identity. The brandmark is a scripted signature – a very personal statement for the brand. The creative direction also pays homage to the stunning backdrop of mountains that surrounds the resort. Our colour palette takes inspiration from the landscape of the area – burnt ombres and golds. The proud Andalusian provenance has been captured in patterns derived from flamenco dancers – a key part of the design system.