For 125 years Aruba Aloe brand prides itself on creating products with a plant that is so prominent in the island’s culture and heritage. Aloe Vera marked Aruba’s first source of welfare and the quality of the Aruban Aloes have been the best in the World for more than 150 years already.
Having a lot of loyal clients all over the world there is always a question of how can brand expand its target groups, improve engagement, and probably rebrand its identity to achieve success. The one condition is to not lose the deep connection with Aruba island. The first step is always brand market research when a serious market investigation is happening. Who likes this product? How the brand looks and feels from the outside? What is missing in brand communication?
Brand research helped to formulate a new strategy, gave helpful insights into what existing consumers want. Where target group gaps are and how the brand can fill the gap. Not only twisting the visual style and communication but staying always honest and genuine. From old-fashioned, nostalgic style you can turn modern and premium!
For the new campaign, you need only one word explaining what is the main ingredient of all products - aloe vera. It is a true wonder plant! And because the main markets are American and Dutch, conveniently, the slogan sounds and spells the same in both languages. It makes all production easier and costs lower.
In the new brand identity, Aruba island is still the main source of inspiration - you see green, dusty pink shades and golden sandy soil everywhere. The new logo is simple and minimalistic balancing with a fresh font. All patterns are enlarged parts of the logo mark and work amazingly with beauty and lifestyle images for campaigns and social media templates. But it heritages the island's soul and embraces the magical plant growing there.
