Company - Hyatt Bahia Principe

Bahia Principe has been creating culturally-rich, all-inclusive destinations for more than thirty years. When a joint venture brought the brand into Hyatt's all-inclusive collection, it meant that Bahia Principe’s strategy of “offering sun and beach vacations in authentic, all-inclusive resorts” wasn’t enough to set them apart from Hyatt’s nine other all-inclusive brands. The brand needed something much more specific, nuanced, and differentiated.

The architecture work came first, collapsing four sub-brands into two that any traveler—regardless of language or destination—could immediately understand. Because Bahia Principe spans Spain, Mexico, and the Caribbean, we needed names that crossed linguistic borders without losing meaning. Our naming generation landed on Explore, for families and friends, and Escape, for adults-only—each capturing not just who the guest is, but the emotional territory they're seeking: discovery and togetherness on one side, restoration and freedom on the other.

The brand identity brief set a high bar: feel fully differentiated from the look and feel of other Hyatt all-inclusive brands, be flexible enough to capture the unique experiences of both sub-brands, and feel unmistakably Bahia Principe. To achieve it all, we dug to the center of what made Bahia Principe a truly stand-out experience. It wasn’t that their guests were visiting just for a getaway; they were specifically seeking out the feeling of vacation freedom, where everyone is “Free to Be” their total vacation-selves.