To optimise the brand experience, we worked collaboratively with Jamaica Blue’s brand team to define a customer experience framework with a roadmap of recommendations, actions and measures to surprise and delight.
“Escape & Refresh” is the brand’s defining principle. It’s an open invitation to get away from everything, to refresh and feel refreshed. This idea, supported by the contemporary Jamaican brand personality, is the consistent thread through everything Jamaica Blue says and does, from look and feel, to food, drinks, service and environments.
Underpinning the new quirky, bold and vibrant identity is an energised brand evolution strategy to inform both current and new customers of Jamaica Blue’s promise that it is the place to ‘Escape and Refresh’. The Jamaican-inspired theme permeates the brand and marketing, from the typeface and colour palette to future store fit-outs, food and drink offers and even music with a Caribbean twist. The strategy aims to deliver a passionate and proud story through every aspect of the business and service model.
A contemporary revision of the logo adopts the distinctive triangles from the island’s national flag, as well as representing the roots of the brand – Jamaica’s Blue Mountains. This is reinterpreted throughout the creative, along with friendly and quirky typefaces to communicate offers and campaigns.