In Brazil, we were born and in Brazil, we are exalted. We are a bridge between worlds, cultures, people, and nature. We celebrate ‘Brasil with S’, with joy, sensitivity, and responsibility, connecting international travelers to precious Brazilian destinations, communities, and experiences.
Just as every piece of land and every element of nature carries a story, we believe that all stories should be respected. Diversity makes Brazil much more interesting, joyful, and inspiring. Whether it’s between humans or with nature, respect is the foundation on which our interactions foster healthy growth.
Around here, we say that the “Brazil with S” is this rooted, down-to-earth, genuine one. And it’s with this country that we want visitors to have a connection, to truly experience the reality of a good portion of the population, without filters. May it be an immersion beyond the breathtaking landscapes, but also through the culture, through the different ways of life; that connect and change the lives of each one who comes here.
And our new visual identity encompasses all of this! That’s why we’ve decided to share a bit with you about how this brand update process went and what’s new. Are you with us?
Content Summary
Starting from the beginning
Gondwana Brazil completed 22 years in 2023! And we know how much the journey to this point has meant for this collective construction, not only by those who are partners, also by the contribution of each person who has been part of our team of collaborators, as well as partner companies who have trusted and continue to trust us, and by those who, finally, have been amazed by the trips we provide. We even shared a blog post in April talking about our anniversary and sharing some highlights from our history. We recommend reading it!
And it was at this turning point that we also began to feel the need to express even more and better our essence through our visual identity, bringing more of what we are as a brand and company, more colors, more of Brazil, our values, etc. And we knew that the best way to do that was through a rebranding process.
Much has changed over the years. Let’s take a look together at the progression of our logo through this timeline.
2001
2005
2006
(We also created a “Gond Brazil” seal)
2015
Now in 2023, after research goes, research comes (as we say around here to express something that took some time to be accomplished), we came across Badauê, a creative curation company that resonates perfectly with our Brazilian energy and is also led by women.
The process was intense and involved a lot of conversations, to truly capture our essence, our values, and our goals for the years to come. It was quite gratifying to be part of this stage, and the result, finally, you can see below and in all of our brand communications from now on.
A little more about the rebranding process
We interviewed the creative team at Badauê to share a bit about the stages that included this new phase for us. Check it out below.
Gondwana: How was the creative process for structuring Gondwana Brazil’s new identity?
Badauê: Badauê had a profound, engaging, and immersive process with the brand, the company, and the team. The creation of Gondwana Brazil’s new identity was the result of a meticulous and highly strategic creative process. Our goal was to conceive a synesthetic and authentic identity, capable of capturing the company’s soul and reflecting its values, while also translating the diversity and multiculturalism of Brazil.
The starting point was a thorough research to understand the company in its market context, unraveling its rich ancestry, and identifying its essential values and aspirations. Based on this deep research, we developed a central concept that incorporated the four fundamental pillars of the brand: the Experience of Brazil, Responsible Tourism, Respect for People and Nature, and Women’s Entrepreneurship.
From this solid foundation, we created a captivating color palette, a unique typography, and visual elements that not only conveyed the company’s connection to Brazil, nature, celebrations, and continuous impact, but also evoked delicacy, strength, and love in a contemporary, expressive, and clear manner. After testing and refining, we strategically implemented the new identity across all touchpoints of the brand. The result is a robust, authentic, and genuinely Brazilian identity that communicates effectively and enhances the presence of Gondwana Brazil, allowing it to stand out in the market.
G: What was the most challenging aspect? And what was the most enjoyable?
B: The major challenge that guided Badauê’s entire creative and strategic process was undoubtedly to highlight Gondwana’s sway in a way that consolidated its essence into authentically Brazilian synesthetic elements, beyond the traditional ones already recognized by its international audience. We were confident that by doing so, we could differentiate it in its market and facilitate connections with its suppliers. This required a deep understanding of the company’s values and culture, as well as the ability to adorn the representation of Brazil’s diversity and multiculturalism, the core of Badauê-style projects.
As a result of this challenge, the most enjoyable aspect was seeing the identity take shape and evolve over time. The development of creative concepts, the choice of color palette, the creation of unique visual elements, and the design of the logo were all exciting moments and involved a lot of exchange with the Gondwana team. Additionally, the positive feedback from the Gondwana Brazil team during the process and then in the final presentation demonstrated that the new identity was achieving its intended goals. Overall, the satisfaction of seeing the identity come to life and surpass Gondwana’s expectations was the most rewarding aspect for the Badauê team.
G: In your opinion, what does this brand offer that is different from others?
B: The new identity of Gondwana Brazil à la Badauê presents a series of remarkable differentiators that set it apart from other brands. First and foremost, the brand stands out for its synesthetic approach, going beyond mere visual identity to create a complete sensory experience for its clients. This not only captures attention but also leaves a lasting impression, distinguishing the brand in a market often saturated with traditional approaches. Additionally, Gondwana Brazil stands out for its authenticity in representing the diversity and multiculturalism of Brazil. Avoiding common stereotypes, the brand celebrates the richness of different cultures in the country, making it relevant to a global audience in search of a genuine and rich Brazilian experience.
Another significant differentiator for Badauê is the strong emphasis on sustainable and social values. The inclusion of the four pillars of the brand – Experience of Brazil, Responsible Tourism, Respect for People and Nature, and Women’s Entrepreneurship – highlights the company’s commitment to sustainability and social responsibility. This is an important choice in a market where environmental and social awareness is constantly growing. The new identity of Gondwana Brazil skillfully balances tradition and modernity, connecting the past and the present in a contemporary and expressive representation. This resonates with an audience that values both cultural heritage and innovation, making the brand relevant to a wide range of consumers.
Finally, the positive feedback from the Gondwana Brazil team during the creation and implementation of the new identity is a clear sign of its effectiveness. The fact that the team identified with the identity and embraced it wholeheartedly demonstrates that we successfully achieved our goals, adding a human and engaging touch that sets it apart and enhances its potential.
And you, do you like what you’ve seen so far?
The variety of colors, textures, applications, icons, and graphic elements as well as the curation of photos and videos, express our Brazilian sociodiversity. So get ready to see many beauties around here!
