Brand concept proposal for a resort chain focusing on elegant experiences offering organic workshops and return to natural living.
The direction for Tropicana was to cater for a high-end vacation destination for people who wanted to relax and get back in touch with nature. Sunny beach days, swaying palm fronds, and forgetting the time and day were some of the keywords that were mentioned to me.
The concept highlights natural hues found alongside tropical shorelines with a slight tweak to help the brand stand out against other brands primarily using different shades of blues and reds.
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Tropicana features various elements that nod to elevated living and modernity.
The brandmark represents a crowned orchid sheltering stylised fruit—a symbolism of guests and visitors to Tropicana resorts and hotels.
A typographic combination of rounded serifs and geometric characteristics hint at a gentle elegance.
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