Why a new brand identity, and what's behind it?
Places, people, and regions continue to evolve. Appenberg remains a place steeped in history—but one that doesn’t rest on its laurels. Our new branding captures what guests will experience here: community, inspiration, balance, and a way of life that blends simplicity with quality. It helps us position ourselves more clearly and move forward into the future together with our guests, partners, and employees.

Playful, architectural, modular—with strong local ties.

Emmental craftsmanship meets fresh ideas—honest, unconventional, and full of rough edges. Inspired by the typical Emmental farmhouse architectural style, a place is emerging that blends tradition and innovation: centered around the courtyard as its heart, where encounters happen naturally. A symbol of who we are: authentic, adaptable, and even a little bit contradictory.

The colors, too, reflect the tension between tradition and modernity. Natural white, deep black, and muted shades of red, pink, green, yellow, and blue—they create an atmosphere without being overwhelming.

How does this benefit our guests?

The new branding bridges the past and the future. It connects the tried-and-true with the new. It connects people with their stories.

What remains?

Our belief that community is more than just a concept. That genuine encounters require time, space, and the right mindset. And that it’s worth working, learning, and enjoying ourselves with care and curiosity in a place that brings people together. That’s exactly what makes Appenberg special—and that’s exactly what’s now reflected in our brand identity.

Everything still looks a bit rough around the edges. But that’s exactly what fits this phase: We’re in the midst of a new beginning. Much of it is already visible, while other parts are just taking shape—behind the scenes, in sketches, discussions, and concepts.

If you take a close look now, you'll see where this is headed. And yes, this is just the beginning.