Estuary Island is a 5 star resort in Kerala facing the Arabian Sea. It was founded in 2005, in the heydays of Kerala tourism when Kerala was a sought after destination of international tourists mainly from Europe. Ten years later in 2016, times had changed and the market also had its impact. And the time was just right for Estuary Island to reposition the brand in the minds of the growing leisure travellers across the globe. One Idea took on the challenge of repositioning Estuary Island.
The Estuary Island brand communication took its direction from the new strategy perspective. The core brand element in the brand identity was kept untouched to give the brand its continuity. But the new way in which the brand identity was placed gave it a whole new direction making the brand identity more relevant to the new strategy. The new brand typeface brought in a new dimension to the brand communication. The focus of long copy in the form of questions was to arouse the sometimes dormant curiosity element in many travellers' minds. The prime objective of brand communication was to take away anything that interfered with a traveller’s experience and the mesmerising nature’s bounty.