The Challenge

Following the successful of completion of Mashatu, Euphorbia and Pambelé, we were asked to build a parent brand that could unify these distinct destination identities (along with other properties in the portfolio) while providing a clear platform for future growth. The new brand needed to feel premium and cohesive, while still allowing each destination to retain its unique character. It also needed to work across a broad range of touchpoints, from digital platforms to high-profile partnerships.

 

The Insight

A parent brand must feel like an umbrella — not a replacement. It should elevate the individual destinations by providing a shared purpose and a consistent visual framework, without diluting their distinct stories.

 

The Solution

We developed the name Kaelo Destinations, chosen for its Setswanan translation to guardian, and guide, rooting its’ heritage in African travel and hospitality with an ability to feel both premium and globally relevant. The brand identity was built to be elegant, adaptable, and grounded in the sense of place that defines each destination. The logo and visual system were designed to function across destinations, partners and marketing channels, while allowing each property to maintain its own visual voice.

 

The Result

Kaelo Destinations was successfully introduced through a soft launch as the front-of-shirt partner for the Bristol Bears, giving the brand immediate visibility and credibility in a high-profile sporting context. This was followed by a full hard launch, featuring a fully functioning website and complete brand collateral. The parent brand now provides a unified platform for the group’s current destinations and future expansion.