Tulum
Develop a brand identity for Mexico’s premier tourist destination.
Branding, Logo Design, Brand Guidelines, Advertising Campaigns
Spring 2024 (4 months)
Diego Moquete
Figma, Miro, Adobe Illustrator, AfterEffects, Photoshop
The objective of this project was to develop a branding system for Tulum, an increasingly popular tourist destination, famous for its beautiful beaches, Mayan ruins, delicious cuisine, vibrant nightlife, and relaxed bohemian atmosphere.
Tulum, a prime destination in Mexico, lacks a captivating and highly visible brand identity essential for attracting tourists.
Our primary logo has been specially designed to symbolize not only our name, but also what we stand for. The symbol illustrates a stone formation representing the Tulum’s ruins.
The second element our logo is composed by is the Tulum logotype. Our custom typeface conveys a welcoming and easy going emotion while also playing on stacking of stones that Tulum city is constructed of.
The logo lockup is designed with versatility in mind, allowing it to be placed either to the right of the brand name or beneath it.
The the logo type must be used by itself when the logo is applied over any color that is not our cream or orange
Both font families offer a range of weights and sizes to help reflect our brand personality with confidence and clarity in all our communications.
The brand’s color palette captures Tulum’s essence with vibrant hues: Sandstone mirrors sandy beaches, Turquoise reflects the ocean and beautiful beaches, and Solar Yellow embodies tropical sunsets. Complemented by Onyx Black and Ivory Cream, the palette blends adventure with relaxed sophistication.
Our pattern, inspired by rocks and organic shapes, blends nature's rugged beauty with structured elegance.
The campaign aims to capture the essence of Tulum while targeting our designated audience with the phrase “on the rocks”.
The website is simple, reflecting the developed motifs to maintain visual consistency while being informative.
For our co-branding with On The Rocks, a cocktail brand, we organized a live activation that brings a taste of Tulum to New York City. The beach party will be held at the newly opened Gansevoort Plaza.
We developed comprehensive brand guidelines to ensure a unified and coherent brand presence across all channels, maintaining consistency and clarity in every interaction.
Consistent messaging challenge
Executing a 360 campaign is difficult as all media channels must convey the same message uniquely.
Comprehensive framework.
Developing thorough brand guidelines requires a comprehensive approach to cover all visual and messaging elements effectively.
