We’re taking it back to the mid-century. Rather than leaning into the usual alpine hospitality clichés, we wanted Shelter to feel warmer, more nostalgic and a little more considered. The identity combines a mid-century inspired wordmark, natural alpine tones, generous negative space and a seasonal symbol that gives the brand personality without overdoing it.

The visual direction takes an editorial approach to alpine hospitality. Warm neutrals, muted sage, earthy browns, burnt rusts and soft off-whites draw from the landscape, while structured typography and considered layouts give the brand a more contemporary, lifestyle-led feel. The result is warm, inviting and a little bit cultured, without looking like every other mountain stay.

One of our favourite details is the seasonal brand mark. In winter, it becomes an abstract snowflake, while in summer it transforms into a sun. There’s also a subtle face hidden within the form, adding a little personality for those who take a closer look. Simple, recognisable and deliberately understated, the mark gives the identity a sense of movement throughout the year.