The brand identity is built around two core concepts. The idea of Voices is drawn from the Umbrian meaning of the hotel's name, ‘Vocabolo’, and its physical spaces being designed for gathering and conversation. The second concept, rooted in time, is the classic itallian philosophy of Slow Living, guests are encouraged to shape their own routine here. The copywriting system uses poetic language loosely inspired by Gaston Bachelard’s ‘The Poetics of Space’, designed to invite interpretation, conversation and reflection in spaces. Visually, the system uses an arc structure for headlines, referencing the anchors of the day, sunrise and sunset. Typography balances classical and contemporary - much like the restoration itself, and the restrained colour palette is rooted in warmth and the landscape. Every element, from the core name mark to in-room stationery and menus, is designed to be engaged with, something guests actively participate in rather than passively observe.