Sandals and Beaches Resorts: Brand Campaign Design by Wolff Olins

Island Vibes: How Sandals and Beaches Resorts Have Been Rebranded with Soul

So, what’s the buzz? Sandals and Beaches Resorts are rolling out a new campaign called “Made of Caribbean.” Pretty catchy, right? It’s not just a tagline. It’s a complete overhaul of how they present themselves to the world. You see, they’ve been the big dogs in all-inclusive travel for over 40 years and felt it was time for something fresh. But how are they doing it?

First off, they teamed up with Wolff Olins, a big name in branding. What’s interesting is that instead of throwing everything out and starting over, Wolff Olins decided to refine things. Have you ever seen someone make something old feel new again just by polishing it? That’s what happened here.

Wolff Olins didn’t just tweak the logo. They took a holistic approach. They went deep into the brand’s DNA and found what makes Sandals and Beaches special. This included everything from the logo to the colors, the fonts they use, and even the vibe guests feel when they’re at the resort. Think about it. What are some things that make a brand stick with you? Maybe it’s the color, the voice, or the overall experience, right? That’s exactly what they were working on.

They landed on this idea of “Natural Vibrancy”. What does that even mean? Well, it’s about capturing the essence of the Caribbean – the people, the culture, and the natural beauty, and weaving all of that into the brand experience. Think vibrant colors, natural textures, and a warm welcoming feeling.

It’s pretty smart, if you ask me, they’ve made the brands closer, visually. By sharing a color palette, typography, and graphic language, they are demonstrating what’s similar between the two. But also making sure to highlight what makes each one special. It’s like siblings, sharing family traits but having their own distinct personalities. Do you think that’s something that more brands should do?

And it’s not just about the visuals. They’ve also refreshed how they talk and how they create the experience. The words they use, from their website to the signs on the property, have been updated. Even the little things, like the turn-down service, got a touch-up. This attention to detail is something worth thinking about when building a brand.

Now, let’s talk about the actual “Made of Caribbean” campaign. Leo Burnett curated this campaign and is a global, multi-media push that’s meant to feel authentic. The campaign isn’t just going to pop up on TV. It’s hitting social media, magazines, and even billboards. It’s a full-court press!

Adam Stewart, the Executive Chairman, says it best: they are the Caribbean, and they want to share that with the world. It’s a bold statement, but they seem determined to make it a reality. Have you noticed how often brands talk about authenticity nowadays? This is a pretty good example of a brand trying to bring their authentic story to the world.

They even created these launch spots that do a great job of setting the tone. One for Sandals, “Three Things,” showcases experiences that go beyond the standard resort feel. It’s like showing the “soul” of the Caribbean through activities and adventures. Then there’s the Beaches spot, “Memories,” which is all about family vacations and the lasting memories they make. It tugs at the heartstrings. Do you find that emotional storytelling is something that can connect you to a brand?

The multi-million dollar campaign is rolling out over 2025 with all sorts of touchpoints. We’re talking high-end magazines, activations, and even a big placement in Times Square for New Year’s Eve. It seems that they’re trying to make a splash and get the world’s attention.

The overall aim? To show that Sandals and Beaches are more than just all-inclusive resorts. They’re a gateway to the authentic Caribbean experience.

It’s all pretty impressive, right? It’s more than just a makeover. It’s a complete rethink of how the brand is perceived. They’re building on their history while making it relevant for today.

The main takeaway? By being truly authentic and showing their unique story, Sandals and Beaches are continuing to solidify their position as leaders in the all-inclusive resort industry. Do you agree that this campaign might solidify them for years to come?

All images © by Wolff Olins. Check out other inspiring projects from around the globe in WE AND THE COLOR’s Graphic Design and Branding categories.