Vila Muhr
Brand identity for Vila Muhr, a villa of 1902 above Lake Bohinj, rebuilt and reopened as a hotel and restaurant. One part of a much larger undertaking: the building itself was reconstructed by OFIS arhitekti.
The villa was built for Adolf Muhr as a hunting retreat, passed through a century of other lives — royal guests, a hospital, a hotel annex — and collapsed in 2014. What survived it was the story rather than the fabric, so the identity was drawn from the record: the founding year, the founder's own signature, the animals of the forest around the lake.
At the centre is an engraved crest — two bears upright beside a circled monogram, antlers above — which behaves less like a logo than like a mark stamped into property. Around it a plain, widely tracked wordmark, a line of Slovenian welcome in small caps, and A. Muhr in the founder's hand. The crest was then broken down into parts and rewoven: the monogram, the cartouche and the antlered thicket became repeats for table linen, bed linen and curtains, so the mark reaches the guest as cloth before it is ever read as a logo. On paper the register drops to nothing — no colour, blind embossing, a printed band around the folder.