Authentically Alta

At the Peruvian, we pride ourselves on being true to who we are. And we’ll always be for the “Skiers Skier.” However, as industry trends evolve and skiers prioritize different aspects of the sport, we stay nimble and look for ways to stay at the top of our game.

So, over the last few months, we refreshed our branding. It was really just a gut check to ensure that our messaging, photography and overall visuals still resonate with our past, current and future guests. Through the exercise, we learned a few things. We realized that our color palette was coming off a bit too loud for who we are. We learned that our bold typography was distracting from our gorgeous photography. And we were reminded that we’re vintage in nature – so why not allow our graphic elements to naturally complement our physical space?

The result: a refreshed visual system that balances the lodge’s history with modern ski culture. Our look is now a fun tug-of-war between vintage and modern. This can be seen most vividly through worn hand-drawn sketches juxtaposed against today’s badge icons. The hand-drawn sketches embody the idea of those who previously skied Alta, leaving their mark as a doodle. The Peruvian-only ski badges pay homage to modern culture, sprinkling walls and jackets with badges and lift passes from conquered mountains. Even our color palette has been altered, increasing the contrast to give an “aged“ flavor, representing the heritage of Alta and the Peruvian specifically.

At the end of the day, we’re always going to be the Peruvian. It’s just who we are. But we’re Peruvian, with a refreshed identity that reflects our guests’ qualities and values.