Soft Sands is a resort in Negril, Jamaica, that offers guests an all-inclusive vacation experience.

The resort features a spa with body treatments, massage therapy, facial treatments, sauna, steam room, heated plunge pools, a hair salon, makeup services, and nail treatments.

The resort hosts weddings and honeymoons and offers catering and floral arrangement services.

The goal of this rebrand was to give Soft Sands a fresh look to attract new guests who may be searching for a more luxurious experience without losing touch with the resort’s core middle-class demographic.

An italic serif typeface was used to portray elegance as well as to represent the movement of the ocean and a cool breeze.

The interlocking S symbolizes unity and inclusivity and is meant to resemble both the movement of the ocean as well as the patterns its waves leave in the sand.

A blue color palette was used to give a sense of tranquility and revitalization.