Branding and identity: Blyde River Canyon
This project entails developing a brand identity for a South African national park, botanical garden, or hiking route. The chosen park’s brand identity and strategy, the Blyde River Canyon, is based on the brand’s core values, which showcase and promote the national park through conceptual visual language. The aim is to develop a unified visual identity that derives from the physical features of the park. Likewise, the brand’s personality is centered on a well-known figure (persona) whose values resonate with the brand’s vision.
Rationale
The Motlatse Canyon (also known as the Blyde River Canyon), is a site of natural phenomena located in Mpumalanga, South Africa. With fascinating landscapes, striking rock formations, and a lush diversity of flora and fauna. The canyon includes famous sites such as the magnificent views of the Three Rondavels, Bourke’s Luck Potholes, the Pinnacle and the breath-taking view of God’s Window. The visual assets of the brand are self-generated through photography and botanical illustrations based on flora found within nature.
The brand’s strategy draws inspiration from the persona of Janelle Monae, a young African American singer, songwriter and activist. Her adventurous personality and bold fashion aesthetic transcend the boundaries between timeless minimalism and contemporary authenticity; alongside nature-based photography, this inspired the vibrant and authentic experience illustrated through the brand tone.
