Penina Hotel & Golf Resort is one of Portugal’s most established luxury golf destinations, with a rich history and a strong connection to the traditions of the game. The project centred on refining and modernising the hotel’s visual identity by revisiting a historic heraldic crest that had gradually fallen out of everyday use.
The crest was carefully redrawn to improve clarity, scalability and consistency across both print and digital applications while preserving its heritage and distinctive character. Rather than replacing the existing identity, the work focused on strengthening and future-proofing it for contemporary brand applications.
Alongside the identity refinement, a series of supporting brand applications was developed, including marketing collateral and guest communications that created a more cohesive visual presence across the hotel experience. The resulting identity balances heritage with practicality, demonstrating how thoughtful design can respect the past while supporting the needs of a modern hospitality brand.
