Sandals Resorts International, a key player in the Caribbean all-inclusive hospitality scene since 1981, has introduced a refreshed brand identity for both Sandals and Beaches Resorts, crafted by Wolff Olins. The update aims to bring a modern touch to the visual identity while staying true to the qualities that have made these resorts favorites for luxury, romance, and family vacations across the Caribbean.
The rebranding focuses on refining what’s already familiar rather than starting from scratch. The updated logos keep the signature script style people associate with these iconic destinations but present it with cleaner lines and a more polished finish. The new wordmarks feature smoother curves, balanced proportions, and a modern flow. This makes them easier to read across digital and print materials and gives them a more upscale feel.
A custom script typeface, developed with MCKL Type, adds character while enhancing the resort’s elegant, laid-back vibe. It’s fluid yet refined, capturing the effortless charm of beachfront living. A bold slab serif typeface complements the script, blending relaxed luxury with a strong, contemporary design. This combination helps the identity feel both approachable and sophisticated.
The color palette has been refreshed to reflect the natural beauty of the Caribbean. Soft, sun-kissed tones are paired with deeper blues and greens inspired by the ocean, creating a vibrant yet calming look. The palette evokes tropical sunsets, turquoise waters, and lush island greenery, tying the visual identity to these properties’ destinations.
One of the standout features of the rebrand is the unified visual system that connects both resort collections. While each maintains its unique focus—romantic, adults-only getaways on one side and family-friendly adventures on the other—they now share common design elements. Consistent typography, complementary color schemes, and aligned graphic details strengthen their connection, making the brands feel part of the same family.
New iconography adds an extra layer of personality. Hand-drawn symbols represent a variety of experiences, such as water sports, spa treatments, dining, or cultural activities. These playful icons help tell the story of what guests can expect, whether on websites, mobile apps, or resort signage.
The updated identity’s “Made of Caribbean” tagline anchors the brand’s deep ties to the region’s culture, natural beauty, and people. It highlights the authenticity of the Caribbean experience while underscoring a commitment to sustainability and community engagement—core values that have been championed for years.
To launch the new look, an omnichannel marketing campaign developed by Leo Burnett is rolling out across digital, print, social media, and outdoor platforms. The campaign showcases the refreshed brand with stunning visuals and engaging stories highlighting the unique experiences awaiting guests at Sandals and Beaches Resorts.
The new identity is designed to be versatile and work seamlessly across various touchpoints. The brand’s elements maintain a strong presence, whether displayed on large resort signs, mobile apps, or in-room materials. The simplified logos ensure clear visibility, while the bold color palette and dynamic typography offer flexibility for creative storytelling.
