Brand receives global recognition and exceeds business expectations
Rob Cecconi, Owner and Managing Director, Tropica Island Resort Fiji said that the rebrand has helped them realise a significant increase in sales, eclipsing their expectations.
“Truly Deeply’s unwavering commitment to understanding the unique essence of Tropica and its world class mantra has translated into a brand that is gaining global recognition. Direct marketing business increased 27.3% in our first twelve months of operation and we look to considerably surpass this in our second year of operation.”
“It is not only I that am impressed with the work done to create the brand and identity. Our guests have also spoken up with Tropica being awarded the TripAdvisor Certificate of Excellence (an industry milestone and highly acclaimed award) for a second year running in 2015”, added Cecconi.
The brand identity captures the friendly, laid-back spirit of Fiji. This is combined with a level of sophistication that is reflected in the design and quality of the resort experience and the maturity of the ‘no kids’ market positioning.
The concept for the brandmark is all about the reef that is so much a part of the Tropica Island resort experience. The fish symbol is based upon the Butterfly fish, the most commonly found tropical fish in the reefs around Fiji. The Butterfly Fish is a vivid part of any snorkelling excursion from the Tropica Resort beach. The Butterfly fish brandmark is made-up of several shapes inspired by traditional Fijian symbolism. A starfish also reflects the reef and provides an element that can be used to reflect the 4 Star rating of the resort.
The colours in the master brandmark are a sophisticated and refreshing mix of blue tones, the ‘reef-based’ palette representing the water and sky at different times of day. The type design is intentionally restrained and professional, providing an overall feel of relaxation, friendliness and professionalism – a reflection of the resort itself. The brand design has also been carefully considered to provide the flexibility to be faithfully reproduced in ink, embroidery, embellishment, digital and a range of signage applications including being carved into stone and out of wood.
Tropica Island Resort represents the realisation of a life dream for Melbourne businessman Rob Cecconi. In 2012, the resort was tired and run-down. Now the new resort has been totally transformed with a brand to match and project a 4 Star haven for relaxing and rejuvenating in the signature way of Fiji.
Truly Deeply created the brand identity, website design, eDM and PowerPoint design, brand visual language design for uniforms, signage and visual merchandising.