Caribbean SteelPan Tours
The Caribbean SteelPan Tours is a vibrant experience showcasing the rich heritage of the region through its music, artistry, cuisine, and history.
Scope
Brand Strategy
Indentity System Design
Marketing Collateral
Background
The Caribbean SteelPan Tour is an immersive experience where guests are transported into the energetic world of steelpan music. The goal was to revitalize the brand, crafting a cohesive, recognizable identity that sets it apart from typical tours.
Challenge
Originally based near the sea, the business used typical Caribbean imagery—sun, sand, and sea—with bright, summery colors to attract guests. The rebrand needed to feel authentically Caribbean while still positioning the tour as unique and adaptable, wherever the business operates.
Strategy
The strategy was simple: position Caribbean SteelPan Tours as a Caribbean experience—but not a typical tour. We aimed to create an earthy, culturally rich brand that honors the steelpan’s heritage, targeting travelers who value history, artistry, and storytelling.
Brand Identity
We set out to create a brand that felt playful and free-spirited, yet professional. The logo features a stylized steelpan struck by two mallets—a subtle nod to the original mark—with added character to ensure it’s easily recognized as a steelpan, even when used on its own. Earth tones were chosen to highlight the brand’s rootsy, heritage-driven identity and differentiate it from typical tours that rely on bright, tropical colors. Caribbean and music inspired icons and illustrations were also developed to enhance storytelling and firmly root the brand in an island aesthetic.
Brand Application
For the marketing collateral, we focused on making the product the star—highlighting performers, who are central to the experience, and showcasing the steelpan manufacturing process, a traditional craft typically done by skilled artisans with minimal machinery. Brand colors and organic, hand-drawn Caribbean-inspired icons were incorporated throughout to reinforce the brand’s identity and island roots, while capturing the free-spirited energy the Caribbean is known for.