Faranda set out to redesign its brand identity and strategy to connect with a younger audience, without losing the historical significance of its most iconic hotels. The challenge was to find the balance between the sophistication and tradition that define the brand and the energy of its new openings, building a contemporary language capable of resonating with different generations. At Patológico, we approached the project from a strategic and visual perspective, focusing on translating that heritage into a flexible, coherent brand system, ready to grow in different contexts and formats.