Overview

As CHUKKA begins to expand its operations to include areas outside of its previous adventure tour focus, there was an immediate need to define the positioning of the CHUKKA parent brand in order to guide this expansion and ensure new sub-brands and product offerings are grounded in the same core values and positioning tenets that govern the parent brand.

The goal of the brand development process is to capture the essence of the CHUKKA vision, its unique points of difference and its core brand values in a concise positioning “blueprint” that will guide all future marketing and operational actions.

History

Founded in 1983, Green Globe Certified CHUKKA is the number one land-based provider in the region. Collectively, the operations delivered over 400,000 adventure tours to cruise and hotel guests in 2010.

CHUKKA boasts thirty-seven tours, with nine locations in Jamaica and hosts guests from Montego Bay, Negril, Ocho Rios and Kingston.  In addition they offer three tours in Grand Turks and fourteen in Belize that profile the culture and unique attributes of each location.

CHUKKA takes pride in showcasing the natural beauty of the Caribbean through unique and sensational experiences, while providing opportunities for local residents and businesses.

Our role

The brand development process started with the positioning and re-branding of CHUKKA Caribbean Adventures.

The positioning blueprint acted as the main catalyst for the development of a captivating, compelling and cohesive visual brand vocabulary and tagline for the CHUKKA parent brand and its sub-branded offerings.

OTC then worked with the design team at Key Gordon to encapsulate the visual vocabulary that expresses the essence of the CHUKKA Brand through imagery, language and typography in a Brand Guidelines Document to ensure consistency across all marketing mediums.