Brand Lounge creates new category in La Vallée des Couleurs rebrand

One of Mauritius’ most popular attractions, La Vallée des Couleurs required a new identity that could aptly position the company for the future while still honouring its homeland. In reimagining the company as ‘Vallé’, Middle Eastern brand consultancy Brand Lounge also crafted ‘Advenature™’ – a new destination category that combines adventure with nature.

With La Vallée des Couleurs offering a multitude of activities – from quad biking to ziplining to nature experiences – the brand update aims to help visitors find whatever suits them best. The new design by Brand Lounge centres on this theme with ‘Live the Pulse’, a brand idea inviting visitors to experience the newly-named Vallé at their own rhythm. The positioning of the brand within this new category, ‘Advenature™’, therefore underlines the company’s many offerings from the tranquil to the adrenaline-fuelled.

Hasan Fadlallah, founder and CEO at Brand Lounge, explains, "We defined a new category that captures the unique duality of the experience. Vallé is an 'Advenature™’ destination that adapts to each visitor's energy and maximises brand value through strategic differentiation."

In the revised logo, special treatment to the ‘V’ and ‘A’ aims to evoke the feeling of ascension and adrenalin so key to the company’s offering. Meanwhile, forward tilts seen throughout the design are inspired by the perfect zipline angle, while bold colours are reimagined from the Mauritian flag.  

Ashfaaq Polin, COO and director at Vallé, adds, "This identity system captures the perfect balance between our thrilling adventures and breathtaking landscapes. The brand feels alive, just like the experiences we offer. Working with Brand Lounge, we've created something that's unmistakably Vallé and unmistakably Mauritian."