Hygge, Styrian-style
With its reopening, Haus Zirngast is positioning itself as a »hyggelig« boutique hotel, campsite and guesthouse in the heart of Schladming. Nestled between mountains and valleys, tradition and cosmopolitanism, a place has been created where people feel at home and inspired, and can enjoy life to the fullest.
With its new positioning as a »hyggelig« boutique hotel and campsite, Zirngast has struck a chord with society: people’s longing for places where they can settle in, feel at ease, and connect with others – in short, for a sense of harmony with themselves and their surroundings – is greater than ever before. Numerous findings from futurology support this assessment. The brand’s positioning is underpinned by Scandinavian philosophies such as the Danish concept of »hygge«. It places a strong emphasis on cosiness, which can be understood here in a broader sense (feelings, moments, places, complete presence in the here and now, a connection with nature, etc.). In addition, aspects of the Swedish »lagom« philosophy are incorporated, particularly with regard to minimalism and simplicity. These ideas are authentically interpreted within the context of the region and its hosts, and are reflected in every aspect of Zirngast: in the décor of the hotel, campsite and restaurant; in the food and products; in the service design; and, last but not least, in the corporate culture.
Haus Zirngast
2025
Brand Strategy
Brand Story
Brand Design
Brand Architecture
Claiming
Signage
Website
Valeria Forlani
(Signage)
Dominik Langegger
(Art Direction)
Christina Lienbacher
(Design)
Anna Reshetova
(Design)
Saskia Ritter-Höntzsch
(Brand Storytelling)
Serge Ritter-Höntzsch
(Strategy, Brand Storytelling)
BlueChip
(Web Development)
Stefan Prosch
(Screen Design)
Stefan Riefer
(Text)
Studio Gregor Wöckl
(Interior Design & Architecture)
01—Zirngast’s repositioning: The diverse range of services offered by the hotel, restaurant and campsite provides guests with a wealth of options. We offer freedom in choosing the right accommodation for whatever stage of life, group situation or mood.
02—Fun for All: The campsite’s central location is unique and, in this form, cannot be replicated nowadays.
03—Attractiveness as an employer: Through clear positioning, communication and the daily embodiment of brand values, Zirngast also exudes appeal as an employer and attracts motivated and qualified staff who share similar values.
04—Changing Target Audiences: Doing things yourself (from decorations to home-made preserves) is a tradition at Zirngast and is appreciated by guests. Further future product and service offerings could strike a chord with guests and create an additional offering.
Holidays at last. The best time of the year. How do you want to spend them? With exciting outdoor adventures. And with special moments indoors. In any case, with things you’ll look back on fondly later. It doesn’t take much to be happy, after all. Just a cosy place to call home. And loved ones who gather there. Haus Zirngast aims to be exactly that sort of place for its guests!
A well-situated base from which to do whatever brings you joy – on your own, with your closest friends or with the whole family. Here, you can tailor every holiday to suit your preferences: check into the charming hotel, pitch your tents at the campsite or stay in one of the stylish tiny houses by the river. As locals with deep roots in the community, we combine a respect for tradition with a cosmopolitan outlook.
After many journeys and valuable experiences in the world’s leading international hospitality industry, our path led us back to our Styrian homeland in 2010. There, where the Zirngasts’ hearts have been beating for decades, we – now in the third generation – are blending the region’s cultural heritage with influences from all over the world. We strive for a life that is light-hearted yet meaningful! We call this ‘Hygge, Styrian-style’. In beautiful Schladming, we want to inspire our guests to leave behind the excesses of everyday life so they can rediscover what really matters.
We’re brimming with great ideas on how to build a cosy nest for happiness. How to teach your racing thoughts to take a break. And how to create memories that last a lifetime with your own hands. You might well meet some fascinating people amidst this idyll. Those who are on holiday here and those who live here. The rest will fall into place: after an eventful day in the mountains, you could step outside your comfort zone with like-minded people. Celebrate the moment with a glass of wine in our guesthouse. Feel grounded. Enjoy the simple things. Make no further plans and let the good life take you by surprise. Nothing more. Because that’s exactly what a holiday is all about.
»Not too much, not too little, but just right.« That is the concept behind the Danish »Lagom philosophy« and, at the same time, the creative guiding principle behind the design of Haus Zirngast.
Logo: »Not too much, not too little, but just right.« This is the concept behind the Danish »Lagom philosophy« and, at the same time, the creative guiding principle for the design of Haus Zirngast.
Typography: Haus Zirngast’s house typefaces strike a perfect balance between geometry and organic forms. They combine Scandinavian minimalism with a Styrian sense of home.
Colour palette: Haus Zirngast’s colour palette is warm and inviting: burgundy, beige, earth tones, green and pale pink come together to form a harmonious palette, which is used in various combinations throughout the branding.
Design language: Thanks to their minimalist style, the illustrative shapes look and feel handcrafted and approachable. They lend the brand design a personal, positive touch and help to communicate complex content.
