The iconic restaurant Alpen Rose was one of the very first dining establishments along the downtown stretch of Holland, MI. In honor of 25 years, Alpen Rose approached us to reimagine their identity and infuse the brand with some new life. Because the restaurant is so well established, many people don’t realize everything it offers, including a fresh take on classic European dishes, local farm-to-table ingredients and a renowned Austrian chef. With the “Europe is closer than you think” campaign, TIG brought all of this and more to bear in how Alpen Rose told their story—giving their German heritage a bright and modern twist.
Branding and strategy
Self-promotional mugs and steins