Bringing a company in great form to a brand presence that matches its large yet nimble savvy.
Coconut Growers Association (CGA) has the distinction of being the only indigenous Trinidad and Tobago manufacturer of soaps, edible oils and fats. After seventy years, like many brands they found themselves at the crossroads of heritage and innovation.
In operation for over 70 years, the company is firmly rooted in the Laventille community on the outskirts of Port of Spain. CGA approached us in 2010, with a desire to reposition themselves and their products in the local market, after the sales of their soaps had dropped considerably due to increased competition from global brands.
As is the case with so many indigenous companies, CGA’s look, brand, packaging, and marketing were not in line with the high quality of their products (ironically, CGA manufactures products for some of their larger competitors). Their objectives were clear: to reposition not only in their core brand, but also through their product offerings.
At first, we looked at one of the main things that helps to differentiate Mt Irvine from other hotels in Tobago – the value of the property itself, with its large, open spaces and the rolling hills of its natural golf course.
Once the evaluate phase was completed, we moved on to photography in order to visually set the tone for the more modern look and feel that was being envisioned for the hotel. Then came an alignment all of the touchpoints, with the property itself feeding this central concept.
We selected colours based on dominant hues in the photographs we took – darker green of forested areas and the brighter blues of the seaside – and selected type that would give the word mark a slight quirk, without it reading as typically “Caribbean”.
We deliberately avoided clichéd symbology; instead we looked around the property, exploring light and shadow and movement, eventually abstracting an iconic architectural feature of the hotel. The create stage saw us update the collateral of the hotel, from letterheads to rate cards to branded vehicles – all of which were conceived around a very solid, central strategy that helps Mt Irvine resonate as a brand much more clearly.
Developing signage and wayfinding for the resort meant continued consultation with the client, suppliers and fabricators in order to maintain the integrity of the brand as it unfolds into physical space and human interaction through experience of the hotel.
'We also developed their website, using strong imagery and warm and inviting copy that hinges around breathing deeply, as is the case with the sub-brands we developed for various spaces and a set of fresh, clean iconography.
Out of this observation came the core proposition: Room to Breathe, and also a call to Breathe Deeply, both of which speak to a sense of openness, expansiveness and depth.