Sugar Cane Jamaica
a one-of-a-kind caribbean destination
This past summer, helium creative was approached by Karisma hotels and Resorts to brand their latest venture, a new 226 acres $1 billion resort complex in Jamaica near the town of Ocho Rios. The property will include 7 luxury hotels, an entertainment centre, residential development, and several retail units.
Named Sugar Cane Jamaica, we pulled inspiration from the rugged, yet picture-perfect Jamaican sights to conceptualize a brand foundation based off luxury, adventure, and relaxation. The goal with Sugar Cane Jamaica was to entice investors and show them the possibilities that lay ahead on this unique property.
For this project, we decided to head over to the Caribbean in the middle of a balmy August to tour the undeveloped land where the future resort community would reside. There's no better way to experience what the client will experience than to be immersed in it all.
"An escape to paradise." "Unexplored distinctive luxury." "Pristine beaches, waterfalls, and miles of tropical foliage." "A rare destination on Jamaica’s untouched northern coast." With these inspiration phrases and a strong moodboard we set off to develop the brand for Sugar Cane Jamaica, a self-contained, one-of-a-kind Caribbean resort/residential development in a master planned community.
With the mood inspiration in place, we set off to create the identity. The winning logo was the most organic of all the options we presented – a hand lettered piece by our own Art Director, Ryan.
We also defined the Sugar Cane Jamaica brand colors, inspired by the ocean and island life.
We paired the soothing colors with a water-inspired pattern to create a cohesive visual identity that speaks of luxury + modern amenities. As one of the major components of the brand, we wrote, sourced photography, and designed a 40-page Investor Brochure the client could print and present to potential investors in presentations and pitches. The resulting brochure truly captured the essence of Jamaica, the premier location in the mid-north area of the island, and a detailed look into the master planned community.