Caravanas Arure is a family-run business based in the Canary Islands. The company specialises in the sale and rental of motorhomes, alongside a curated selection of camping and outdoor equipment — everything needed to explore the islands’ breathtaking landscapes in comfort and freedom.

The rebranding project set out to revitalise Caravanas Arure’s visual identity, aligning it with today’s evolving market while staying true to the company’s roots. The goal was to craft a visual language that reflects both the spirit of adventure and the deep local heritage that define the brand.

At the heart of the new logo lie three key elements: a Guanche symbol, paying tribute to the indigenous people of the Canary Islands; a compass, representing guidance and discovery; and a wheel, symbolising movement and exploration. Together, these forms capture the essence of travel and the company’s commitment to helping people embark on meaningful journeys.

For the typography, I selected Degular for its clean, contemporary aesthetic that strikes a perfect balance between professionalism and warmth. Its approachable character and well-crafted details ensure clarity and charm across all mediums — from digital interfaces to printed materials — giving the brand a cohesive and human presence.

The color palette preserves the brand’s distinctive deep green as its anchor while expanding it with tones inspired by the landscapes of the Canary Islands — from volcanic earth and coastal sands to the golden hues of the island sunshine. This richer palette deepens the brand’s connection to its surroundings and evokes the sensory experience of travelling through the islands.

The imagery reflects the freedom and spontaneity of life on the road — the feeling of waking up somewhere new each morning, surrounded by nature. It carries a subtle vintage tone that encourages a step away from the digital world and a reconnection with the tactile, analog joy of the physical world.

The result is a refreshed identity that feels both grounded and adventurous — a visual system that celebrates exploration, freedom, and the beauty of life on the road.