Real de La Quinta is the brand of the new project by Grupo Inmobiliario La Quinta (Corporación Pascual), with which it clearly shares corporate values: integrity, closeness, passion, innovation, and quality. It consists of a 200-hectare estate with customized construction of villas and apartments carefully arranged around a hotel, restaurants, shops, golf course and academy, spa, equestrian center, orchards, and a recreational lake.
The challenge…
We were presented with a global branding project, aligning brand strategy and identity with corporate strategy by defining and creating:
- A differentiated, relevant, credible, and enduring positioning.
- A clear, focused, and flexible brand architecture.
- A distinctive, consistent, and coherent verbal and visual identity across all touchpoints.
Visual identity
Regarding the visual identity, we created a brand that brings together the most important values, attributes, and personality traits: elegant, sophisticated, and contemporary, adapted to new generations. It conveys the vibrant, positive, and joyful character of the Mediterranean, combined with the practical, innovative, and efficient spirit of Northern Europe. The main brand is composed of a typographic representation of the name Real de La Quinta and a calligraphic symbol that simultaneously represents the “R” of Real and the “Q” of La Quinta. Moreover, the visual universe is enriched with patterns derived from the brand’s surroundings: nature, culture, quality, service, innovation, and tradition.
Welcome to your Real Home
Real de La Quinta is an exclusive privilege based on the concept of REAL LIFE, of quality of life, where innovation, nature, tranquility, privacy, security, and the pleasure of living coexist. A paradise where one can live the life we’ve always dreamed of.
A REAL life, where both meanings of the word intertwine to give strength to an absolutely unique concept. An inspiring brand, both functionally and emotionally. From this brand concept comes: “Welcome to your REAL LIFE” as the foundation of the brand’s verbal identity and the raison d’être of Real de La Quinta.
In short…
In short, a comprehensive project — from brand strategy and identity creation to expression across all touchpoints and launch to different stakeholders.