Client
Dollenberg Schwarzwald Resort
Industry
Luxury Hospitality
Services
Consulting. Brand Architecture & Design. PR.
Location
Germany. Black Forest. Bad Peterstal-Griesbach.
Between tradition and international reputation
Beginning of the collaboration with strategic consulting and the goal of carefully guiding the resort into the present – without disruption and without losing its identity.
Realignment of brand image, tone of voice and visual identity. Development of a clear balance between Black Forest tradition, family authenticity and contemporary classical modernity.
Establishing the brand within the international premium segment – as a 5-star superior Relais & Châteaux resort with Michelin-level cuisine and spa surrounded by the nature of the Black Forest.
Targeted development and strengthening of the core markets Belgium, the Netherlands and Luxembourg. Introduction and establishment of the brand in the UK market, building visibility, trust and demand through strategic PR and selective media relations.
International Reputation
Global Winner Luxury Forest Resort
Global Winner Haute Cuisine – Le Pavillon
World Luxury Awards
Overall Winner – Global Restaurant of the Year
Global Winner Best Haute Cuisine – Le Pavillon
Global Winner Best Luxury Spa Getaway – Dollina Spa & Health
Continuous development of reputation through high-quality international PR activities. Placement in relevant media, long-term media partnerships and targeted positioning in the premium segment.
Further evolution of the brand in its next development stage. Refinement of the brand identity and modernisation of communication and brand presence – in harmony with the existing DNA.
Success begins with
Clarity. Concept. Strategy.
The further development of an established luxury brand requires a deep understanding of its identity. Dollenberg demonstrates how tradition can be preserved while being carefully transferred into a new era – not through disruption, but through consistent strategic leadership.
The challenge at Dollenberg was not to create a new brand, but to precisely evolve an existing identity. The goal was to bring the resort into the present without losing its heritage. The Black Forest landscape, the evolved architecture and the family signature were consciously preserved. At the same time, the brand was strategically sharpened: moving away from a predominantly regional perception towards an internationally relevant premium destination. The relaunch was deliberately gentle – an evolution rather than a break. Classical modernity, clarity and calm now complement the traditional substance, creating a timeless brand world with strong recognisability.
The internationalisation of Dollenberg did not follow a broad expansion strategy but a precisely targeted market approach. With a focus on BENELUX and the UK, relevant target groups were addressed with great precision. Visibility alone was not the goal – cultural resonance was equally essential. The brand was developed in a way that allows it to be understood and desired beyond the German-speaking markets while preserving its origin. The British market in particular required a differentiated approach: classical elegance, exceptional service quality and the surrounding landscape were translated into a brand narrative that resonates internationally. Step by step, Dollenberg evolved into a destination of international relevance.
In the luxury segment, reputation is decisive – and it cannot be built overnight. The PR strategy for Dollenberg was designed as a long-term approach focusing on high-quality media, carefully selected placements and sustainable relationships. International press relations, selective media partnerships and consistent communication created a stable brand perception within the relevant premium environment. This strategy was complemented by high-quality communication tools, particularly price lists designed in magazine format, which go far beyond providing information. They act as brand ambassadors, conveying the brand’s attitude, quality and experiential world. Communication is therefore not understood as a measure, but as a strategic instrument for positioning and demand generation.
The second relaunch in 2026 does not mark a new beginning but the consistent evolution of the brand. Building on the existing positioning, the brand design was refined and modernised. The objective was to preserve the established strength of the resort while taking the next step towards international brand maturity. The challenge was to make change visible without unsettling the existing guest base: evolution rather than spectacle, continuity rather than interchangeability. Dollenberg remains true to itself – while becoming increasingly relevant for a new generation of guests.
- Analysis of the existing brand identity
- Definition of the international positioning
- Balancing tradition and classical modernity
- Development of a consistent brand leadership
- Development of the BENELUX markets
- Introduction into the UK market
- Target-group-specific communication strategy
- Culturally sensitive transcreation of the brand message
- International press relations
- Media partnerships
- Sustainable reputation building
- Development of high-quality price lists in magazine format
- Support of international guest communication
- Connecting sales with brand storytelling
- Brand development, corporate design & brand relaunch
- Art direction for print materials
- Annual magazine-style price list in three languages
- International PR campaigns & press relations
- International media partnerships
- Award reputation management
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More InformationThe Dollenberg Black Forest Resort is one of the established names in German luxury hospitality and represents a unique combination of Black Forest tradition, family hospitality and deep connection to the surrounding landscape. Nestled in the nature of the Black Forest, the resort blends regional authenticity with a strong commitment to quality, service and continuity.
The strength of the resort lies in its history – and in its ability to carefully evolve it. Developed over decades, Dollenberg has become a destination that does not follow short-lived trends but instead relies on long-term consistency. Architecture, atmosphere and the overall offering follow a clear philosophy: strong roots in the region combined with a concept of luxury defined by calm, quality and timelessness.
Culinary excellence is a defining element of Dollenberg, particularly through the restaurant Le Pavillon, which under the leadership of Martin Herrmann has for many years been among the leading gourmet destinations in Germany. His cuisine stands for precision, exceptional product quality and a contemporary culinary signature, combining classical French haute cuisine with regional inspiration. Gastronomy is not an isolated highlight but an essential pillar of the resort’s overall positioning.
The philosophy of the resort is also reflected in its spa concept: generosity, tranquillity and continuity. The extensive wellness landscape seamlessly connects indoor and outdoor spaces, water, warmth and retreat into a holistic environment of relaxation. The focus is on sustainable regeneration, supported by the natural surroundings and the cultural heritage of the region.
A distinctive element of the destination is the Renchtalhütte, the resort’s own mountain hut, which offers an authentic retreat in the heart of nature. It symbolises the connection between originality and hospitality – a place where regional culture, refined simplicity and a consciously slowed-down experience of nature come together.
Dollenberg is therefore more than a resort. It is a place that has grown over time, where landscape, gastronomy, relaxation and tradition merge into a coherent world of experience.
The strategic evolution of the brand builds precisely on this foundation, translating it into a contemporary form of internationally relevant luxury – not loud, but precise, enduring and authentic.
Photos: Dollenberg Schwarzwald Resort, Michael Huber Photography, Black Forest Production, Michael Koenigshofer, marketing deluxe
We develop tailor-made strategies, concepts, brand architectures and market structures for luxury hospitality, holistic health and medical spas & resorts. From positioning and international identity to design and communication – all the way to a holistic marketing system with method and international media visibility.
Strategy begins with clarity. And with the right team.
