Crafting a Mystical Marine Experience
Brand Identity Design for Selkie Travels
Located in the serene landscapes of Baja California Sur, Mexico, Selkie Travels is led by Deborah Röösli, a Swiss expert in marine adventures. Her company specializes in personalized nature tours, offering experiences like snorkeling with whale sharks, swimming with sea lions and whale watching. The challenge was to create a brand that not only reflects the essence of these adventures but also appeals to Swiss and German tourists, known for their high expectations of quality and professionalism.
Client
Selkie Travels, Mexico
Industry
Travel and Tourism
Services Provided
Logo Design, Print Design, Branding
Target Audience
Swiss and German tourists
© Photo by Deborah Röösli
Objective
To develop a brand identity that captures the excitement and uniqueness of snorkeling with whale sharks or swimming with sea lions. The brand needs to be instantly recognizable to an international audience.
Color Inspiration
The color palette for Selkie Travels draws inspiration from the natural surroundings of Baja California Sur. Deep and bright blues mirror the ocean’s surface and depths, evoking the essence of the aquatic tours offered. A sand tone, inspired by the pristine beaches, to add warmth and a complementary color, grounding the color scheme in the natural landscape.
Logo Design
The logo features a sea lion and a diver, symbolizing the intimate marine encounters the company offers. Rendered in two shades of blue – light and dark – the colors reflect the ocean’s depth and allure. While typically displayed in full, the figures are occasionally cropped on materials like business cards for a creative twist, enhancing the logo’s visual interest.
Print Design
Business Cards
The business cards use a stark white background, enhancing the visibility and impact of the logo and text. On the back of the card, the figures of the diver and sea lion are enlarged and artfully cropped, providing a playful yet sophisticated design twist that captures attention.
“Wüste, Meer und Abenteuer” – The Travel Guide Book
This nearly 80-page travel guidebook, titled “Wüste, Meer und Abenteuer (Desert, Sea and Adventure),” serves not only as a detailed directory of the tours but as an immersive visual experience. The guide is enriched with Deborah’s striking photography and detailed descriptions of each tour. Custom icons are integrated throughout the book to denote different activities, helping readers easily navigate through the offerings. High-quality print materials ensure durability and a pleasant tactile experience for users, making it a valuable keepsake for clients.
Digital and Physical Brand Extensions
Social Media
A simple yet effective look and feel for social media was developed to ensure consistency with the broader brand identity. This setup outlines basic templates and style guidelines to maintain visual coherence across all digital interactions.
Merchandising and Signage
Additional mockups for items such as keychains, sun loungers, and shop signage were created to enhance the tangible brand experience. These elements use the brand’s signature color palette and logo design to ensure that every physical touchpoint with customers reinforces the Selkie Travels identity. The signage, prominently displaying the playful yet elegant logo, invites curiosity and draws visitors into Deborah’s world of marine adventures.
Outcome & Conclusion
Post-launch, Selkie Travels saw an increase in interest and bookings, with many customers referring to the travel guide during inquiries. This indicates that the branding and detailed guidebook successfully captured and held the target audience’s interest.
The rebranding of Selkie Travels illustrates how a well-thought-out brand identity and targeted marketing strategy can effectively connect with a specific audience. Deborah’s business has not only seen a boost in customer engagement but also established a strong, recognizable presence in the competitive market of adventure tourism.