Teel carefully unpacks the history of Sporthotel Lorünser in its rebrand for the storied hotel

The historic, family-owned luxury hotel, Sporthotel Lorünser, has been sitting in the lap of the Austrian Alps since 1927, when it was established. Through the generations, it has been much loved for its timeless alpine elegance, warm hospitality and ski-in/ski-out access to the sweeping Arlberg slopes. Surrounded by incredible natural beauty, the hotel has evolved through the decades, while always staying rooted in its history. However, Lorünser lacked a clear, cohesive identity and digital presence, and so to establish one, they reached out to Austin-based independent branding and digital studio Teel. The timing was right, too; as they neared their 100th anniversary and completed major room renovations, the moment felt ripe to “elevate the brand across the board,” CEO & Co-founder Cameron Neckar tells us. “Their existing website was built in-house on Squarespace and lacked cohesion and clarity. Over the years, they had never established a formal brand system or guidelines. The brief was clear: create a timeless, cohesive brand and website that could honour their legacy while confidently ushering in a new era,” notes Cameron. “They wanted something that matched the pride their family holds in the hotel, something built to last.” When they began shaping the identity, the studio gravitated towards the Swiss chalet style and the vintage Alpine ski hotel aesthetic, while drawing cues from both Lorünser’s storied history and the broader cultural character of the region. And inspiration was rife. Teel, very quickly, began digging into the extensive archive of the hotel, sifting through vintage brochures, historical photography, and other legacy materials, discovering visual gold that would set the tone of the project, and help the design team to understand the hotel’s origins and evolution. At the same time, they looked to the architecture and interiors of the hotel, studying details, art, and furnishings, to ensure that every element of the identity felt considered and cohesive. “As Americans, there was also a cultural learning curve. We took time to immerse ourselves in Austrian culture – its customs, aesthetics, and traditions of hospitality – to ensure the brand felt authentic, respectful, and rooted in its place,” Creative Director & Co-founder Ashton Neckar explains.