The Sonnenalp Hotel

Brand strategy, messaging, print, marketing strategy


Sonnenalp Vail has been a strong brand for darn near half a century, and that’s young in comparison to their German-based sister property. With age comes wisdom, stature but can also bring stagnation. The Sonnenalp joined forces with 970 Design to breathe new-life into the brand and hone messaging to share the magic of the Sonnenalp with a new generation of families. We began with messaging but moved into creating visuals and collateral to augment the high-quality, warm experience.


970 Design worked on refining their brand. The Sonnenalp came to us with a well-established logo and main brand color. However, over the years the brand stewardship had passed through many hands and just needed a little focus, refinement as well as a proverbial shave and a haircut to clean up and build out the full brand. With the brand, we wanted to capture the old world warmth and friendliness that you feel seeping out of every door, window, and stein while staying with the Sonnenalp. We looked at the interior of the hotel, carefully crafted and curated with authentic German textiles and artifacts. as well as German folk art for our inspiration, while capturing the 5-star, world-class experience the staff brings to their guests for a marriage we like to call Modern-nostalgia.

Sonnenalp has multiple sub-brand outlets including; The Sonnenalp Club, The Sonnenalp Spa, Ludwig’s Breakfast, King’s Club, Bully Ranch, Swiss Chalet, Harvest and The Pantry.