Wolff Olins evolves visual identity for Caribbean vacation brands

Sandals and Beaches Resorts offer all-inclusive getaways for couples and families across the Caribbean, from Jamaica to The Bahamas. The updates by global brand consultancy Wolff Olins coincides with the creation of a global, multi-media advertising campaign by Leo Burnett, which dons the tagline ‘Made of Caribbean’.

With Jamaica-founded Sandals and Beaches Resorts having strong credentials as pioneers of all-inclusive travel in the region, Wolff Olins decided to put that considerable heritage front and centre. The evolved visual identity also aims to draw attention to what the family-owned company perceives to be its ‘warm spirit’.

The project also sought to bring the Sandals and Beaches brands, which specialise in adult-only and family experiences respectively, together by uniting key visual assets including the colour palette, typography and graphic language. Inspired by the brand ethos of ‘Natural Vibrancy’, the Beaches logo was even altered such that is more closely resembles Sandals’.  

Thomas Wilder, global principal for Wolff Olins, says, “Every element is at home to Sandals and Beaches: colours and graphic elements are found on the islands, and typography is inspired by travel and the original Sandals wordmark itself. With that, we were able to build on the brand story by embracing all the islands have to offer.”

He adds, “The brand is built to represent the distinctiveness of each island, acting as a frame for the unique qualities of Caribbean culture. We hope to inspire people to delight in the richness of the islands, and their charming mix of tastes, styles, and influences. It’s an invitation to give into the rhythms of the islands and enjoy Caribbean life’s vibrancy.”