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.
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This past summer, we were approached by Karisma Hotels & Resorts to re-brand their new real estate project in Jamaica, 226 acres of beachfront hotel + residential development. Named Sugar Cane Jamaica, the helium team headed over to the Caribbean in the middle of a balmy August to tour the undeveloped land where the future resort community would reside.
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We pulled inspiration from the rugged, yet picture-perfect 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.
We started with creating the Positioning Statement //
For the discerning traveler looking for an escape to paradise, Sugar Cane Jamaica offers a distinctively different resort experience defined by pristine surroundings and impeccable personal service. With a return to Jamaica’s treasured past and astounding natural beauty, built along miles of untouched shoreline, lush tropical forest and waterfalls, Sugar Cane Jamaica is the first true luxury destination in Jamaica.
And the Mission Statement //
To become Jamaica’s most authentic beachfront destination, sought-after for its vast unexplored acres of tropical forest, Caribbean lagoon, and impeccable location on the untouched northern coast that makes it the pinnacle of exclusivity and luxury for discerning travelers from around the world.
We defined the brand Keywords //
Tied to the past through culture and location
Exclusive, and unlike anywhere else in the Caribbean
True to the natural beauty and spirit of Jamaica
New, away from common and heavily-trafficked destinations
Acres and acres of open space, not crowded
Large old-growth trees, waterfalls, native birds
Sands and coastline on the North Coast
Relates to both the land and the quality of resorts/amenities
A place for people “in the know”
Flawless in every way
And, lastly, a Tagline //
When paradise meets perfection.
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.
Final logo // screen-shot-2016-11-22-at-3-38-19-pmscreen-shot-2016-11-22-at-3-37-04-pm
We also defined the Sugar Cane Jamaica brand colors, inspired by the ocean and island life. And the brand fonts that marry luxury + modern amenities into one cohesive visual identity.screen-shot-2016-11-22-at-3-40-07-pm screen-shot-2016-11-22-at-3-40-31-pm
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.
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To bring all the brand elements together, we wrapped it all up with a Brand Book that walks you through the design guidelines and intended feel of the brand. Staying on-brand is an ongoing task and it’s important for us to leave clients with a book they can easily reference for years to come.
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