Minstravel is an alternative tourism agency in southern Mexico. The tours it creates explore hidden corners of the country that are brimming with nature and culture but are not usually visited because people just don’t know about them.

The company targets an adventurous international market that can only access superficial, monotonous and automated tours that don’t delve into the true identity of southern Mexico and the wonderful, natural and authentic attractions it has to offer.

Our work consisted of developing the brand naming along with its graphic identity and an introduction to print and digital communication to convey its alternative, cultural, natural and adventurous essence.

The name of the brand is a play on the words “minstrel” and “travel.” While “minstrel” has many meanings, the one we took for the name refers to the ancient character who carried important news from one place to another, promoting an exchange of cultures at the same time.

Minstravel would be that minstrel, bringing news of those great destinations to travelers who might not know of their existence otherwise.

Following up on that, the brand slogan “Touring the Inside” emotively describes the experience a user can expect when signing up for a tour with this brand.

For its graphic identity we decided on a color scheme taken directly from the colors of the earth, leaves and nature, with abundant illustrated textures of destinations, flora and fauna of Mexico and a simple but moving typography that facilitates pleasant reading of the printed and digital material.

It’s a contrasted identity with a simple logotype, and the brand’s colors, textures and illustrations do almost all the talking.

The result is a brand with a very solid, fun and distinctly Mexican personality that straightforwardly conveys what you can expect from it: an adventure in the south of Mexico.