Client Ask

Amagua, formerly known as Eco Hostel Caracolí, sought a brand positioning diagnosis to prioritize actions for improving digital presence and attracting more visitors to their eco-hostel and adventure activities in Caracolí, Antioquia.

Research

We analyzed similar eco-hostels locally and internationally while studying the area’s biodiversity, climate, and cultural aspects to inform the project’s direction.

This deep dive into the region revealed a strong connection between Caracolí’s natural beauty and its abundant water resources.

Reframe

We identified that the original name lacked authenticity and differentiation, risking potential client confusion. Through a naming workshop, we developed “Amagua,” a name that intertwines "amar" (to love) and "agua" (water), reflecting the life-giving water bodies of Caracolí. This name encapsulates the eco-hostel’s essence and commitment to sustainability.

The rebranding strategy included a brand relaunch campaign on Instagram to share the transformation journey, leveraging storytelling to emotionally connect with the audience. We also optimized their WhatsApp Business platform for efficient communication and client acquisition.

The logo for Amagua was designed to convey love for nature, sustainability, and adventure. Featuring a stylized leaf from the Caracolí tree, the logo became a symbol of the region’s identity and the eco-hostel’s harmonious relationship with its surroundings.

Execution

• Designed a new brand identity and communication strategy.

• Outlined steps for a social media relaunch campaign, focusing on storytelling.

• Streamlined client communication processes through WhatsApp Business optimization.

Results

• The relaunch generated positive reception and increased social media engagement.

• Enhanced brand recognition and streamlined operations led to higher client satisfaction.