Background & Brief
Nestled in the lush southern landscape of Mauritius, La Vallée des Couleurs was a beloved nature-park known for its famous 23-Colored Earth and picturesque waterfalls. Over time, the park expanded its offerings to include a range of high-adrenaline activities like ziplining, quad biking, and the Nepalese bridge. While the growth was organic and authentic, it also led to an identity that felt increasingly fragmented. The name was long and difficult to pronounce for international visitors, the visual language remained anchored in nature without reflecting the park’s new pulse, and the overall narrative lacked clarity.

When Brand Lounge was approached, the brief was clear yet layered: reposition the park to reflect its evolved offering, make the identity more accessible to a global audience, and create a brand that stands out in an increasingly competitive tourism landscape. But more than that, the Polin family, who had nurtured Vallé over decades, wanted to remain true to their roots. This wasn’t about becoming something new for the sake of novelty — it was about revealing the deeper truth of what Vallé already was.

The Challenge
The challenge was twofold. On one hand, Vallé needed to shed its outdated and nature-only image to reflect its full spectrum of experiences. On the other hand, it needed to do so without losing its authenticity and cultural grounding. Most Mauritians already called it “Vallé,” a rhythmic and colloquial shorthand that felt accessible and informal. That cultural insight gave us our first step: a rename.

From there, we began identifying the true tension within the brand: Vallé wasn’t two things — an adventure park and a nature park. It was one seamless, symbiotic experience where the thrills of adrenaline were enhanced by the grounding stillness of nature, and vice versa. This insight sparked the strategic idea that would go on to define the entire project: Advenature™.

Strategic Approach: Defining a New Category
Rather than fitting Vallé into existing tourism categories like “eco-adventure” or “nature reserve,” we coined a new one — Advenature™. This was more than a brand position; it was a category creation that redefined how Vallé would be understood. It was a statement of differentiation that allowed the park to own an entirely new emotional territory.

With the brand purpose “To unearth the true colors of Mauritius, so you live the pulse of every breath,” we established a foundation rooted in place, emotion, and vitality. The signature tagline, “Live the Pulse,” became both a creative directive and a customer call-to-action.

Design Philosophy: Active. Agile. Alive.
From this brand strategy emerged a design philosophy that would guide every visual expression: Active. Agile. Alive. We needed a system that wasn’t static but full of motion, energy, and rhythm. We started with a core motif: The Pulse.

The Pulse and the 7% Slope
During our immersion at the park, we noted the unique incline of the zipline towers — a 7% slope, optimal for a smooth yet thrilling descent. This became the cornerstone of our design system. The slope influenced everything: the custom logotype, the graphic grid, motion principles, and even the slant in physical signage and iconography.

Logo Design
The new Vallé logo is a dynamic representation of ascent and flow. The “V” carves the valley while the “A” peaks with energy. Between them lies The Pulse, a subtle yet powerful emblem embedded in the ligature. It signals momentum, rhythm, and emotion. The typography itself follows the slope, creating a sense of perpetual motion. Every letter leans forward as if pulled by the next experience.

Color Palette and Cultural Roots
The original Mauritian flag became our muse, but we reinterpreted its colors to feel more vivid and contemporary. Bright reds, bold blues, electric greens, and vibrant yellows form a palette that activates the senses while staying rooted in national identity. The palette not only reflects energy but creates a visual connection to the landscape and local pride.

Typography and Motion
Our custom slanted typography plays with elevation and angle, reinforcing the sensation of movement. Across digital platforms, signage, and merchandise, the type flows like wind through the forest or momentum through a zipline. Supporting typefaces were chosen for their agility in both English and French, given Mauritius’ bilingual context.

The Adrenalines
To complement the Pulse, we introduced a visual device called Adrenalines — multicolored, slope-tilted lines that ripple across branded materials. These act as kinetic expressions of rhythm and energy. Whether animated or static, they evoke breath, movement, and emotion. They also function as a system to unify design layouts across print, digital, and spatial branding.

On-Site Transformation
The identity system was applied across every guest touchpoint. Helmets, uniforms, quad bikes, and signage were redesigned to reflect the new spirit. A dynamic grid based on the 7% slope was used to build signage systems and layout structures. Even wayfinding now subtly leads visitors upward, both literally and emotionally.

Photography and Brand Film
We developed a robust photography style guide and conducted a full shoot on location. Images are full of action, breath, and perspective — balancing the rush of motion with the awe of nature. The cinematic brand reveal film showcases this duality with an emotional arc that builds from calm to thrill.

Launch and Public Reception
Vallé’s new identity launched on April 10, 2025, with a nationwide awareness campaign across Mauritius. High-visibility billboards and transit media introduced locals to the new name, logo, and signature line: Live the Pulse. Internally, we led a full brand immersion for the park team to embody the new identity from the inside out.

The response has been overwhelmingly positive. Locals embraced the updated identity as a source of national pride. Tourists connected instantly to the vibrant visuals and emotional messaging. Vallé is no longer seen as one of many parks to visit — it’s become the reason to visit Mauritius.

Impact & Legacy
The transformation of Vallé wasn’t just visual or verbal. It was systemic. By creating a new category, grounding it in emotional and cultural truth, and bringing it to life through motion and energy, we repositioned Vallé for long-term relevance and growth.

It’s a project that reflects our belief at Brand Lounge: that strategic design can create not just differentiation, but entire ecosystems. Vallé is now more than a park. It’s a living, breathing brand.

It’s Advenature™.