Vallé Advenature Park

Practices

Services

Industry

Consumer | Destination | Entertainment/ Leisure

Brief

BACKGROUND

Formerly known as La Vallée des Couleurs, Vallé is a homegrown Mauritian adventure and nature park renowned for its 23-Colored Earth, waterfalls, and lush landscapes. Over time, the park expanded its offerings to include high-adrenaline activities such as ziplining, quad biking, and the Nepalese bridge. This dual offering—combining the thrill of adventure with the tranquility of nature—made Vallé a uniquely immersive experience. However, despite its organic growth, the brand struggled to clearly articulate its identity in a way that resonated with audiences. The lack of a cohesive narrative meant that visitors did not fully grasp what Vallé stood for, and as a result, the park was not maximizing its full potential as a premier destination.

CHALLENGE

Despite its growing popularity, the park faced challenges that hindered its full potential. The name was long, hard to pronounce for international visitors, and easily confused with competitors. Internally, “Vallé” had already become the familiar shorthand, making it an obvious choice for a rename. The identity remained anchored in a nature-centric aesthetic, no longer reflecting the park’s adrenaline-fueled evolution. Fragmented messaging, outdated tone, and lack of emotional pull left Vallé struggling to stand out in a growing market increasingly shaped by culturally detached Western brands. What Vallé needed was not just a visual uplift, but a complete strategic repositioning; one that would unify its dual offerings, reconnect it to its roots, and reintroduce it to the world as a distinct, ownable category.

Differentiation

STRATEGIC APPROACH

The path forward began with a simple truth: adventure and nature were not separate offerings but 2 pulses of the same experience. This insight became the foundation for a bold repositioning strategy. Rather than fitting Vallé into existing tourism categories, we defined a new one entirely – Advenature; a pivotal moment in the process and a strategic act of category creation. This captured the park’s unique rhythm, where guests are free to choose their own pace.

Unearthing the true colors of Maurice

From this, the brand purpose was born, “To unearth the true colors of Mauritius, so you live the pulse of every breath”. The signature, “Live the Pulse” became the core expression and call to action of this purpose – a phrase that encapsulates the dual nature of Vallé’s highs and lows.

Living the Pulse of Every Breath

DESIGN PHILOSPOPHY

From the outset, we knew Vallé had the potential to be an adrenaline-driven brand. Our intention was to create an identity that was unmistakable. This gave rise to our design philosophy: Active. Agile. Alive, the identity’s creative spine. Every visual decision was crafted to convey movement, intensity, and energy. The 7% slope, a hint towards a zipline angle, became a visual cornerstone. It influenced the upward tilt of the entire design system, from the structure of the logo, to typography, to motion principles across digital and physical expressions.

LOGO

The new Vallé logo was built from this slope, with the “V” representing the valley and the “A” suggesting a peak, visually anchoring the journey between low pulse and high pulse and adding a layer of disruption to the logo. The Pulse, a subtle emblem hidden within the logo, became the heartbeat of the brand, embedded in the transition between them.

TYPOGRAPHY

Typography followed the same slope, creating a sense of perpetual ascent. Every word leaned forward and upward to convey momentum. To amplify the sense of motion further, we introduced the ‘Adrenalines’ — a series of multicolored, slope-tilted lines that ripple across branded materials. These lines were kinetic expressions of energy, rhythm, and flow.

COLOR PALETTE

The color palette evolved into something brighter and bolder. Each color was chosen to activate the senses — evoking energy, movement, and emotion — making Vallé impossible to ignore and instinctively alive. While inspired by the Mauritian flag, the tones were reimagined to feel modern, giving Vallé a vibrant presence that stood out from the competition while still feeling rooted in national pride.

Bringing Vallé to Life

Vallé’s new identity was designed to live and breathe across every touchpoint of the guest journey. Inspired by the park’s iconic 7% slope, we created a dynamic slanted grid that became the foundation for all branded applications, from signage and communication layouts to iconography and merchandise.

PHOTOGRAPHY

A robust photography guideline was developed to direct an original, ownable shoot — capturing head-on, action-driven imagery that reflected the raw energy, scale, and emotion of Vallé’s experiences.

On-site, the brand was brought to life across park assets, including wayfinding and signage, custom applications on helmets, quad bikes, uniforms, and gear. Each element was designed to blend form and function while reinforcing the new identity. Retail was reimagined with branded merchandise such as t-shirts, keepsakes, and memorabilia, allowing visitors to take a piece of Vallé home.

The Pulse’s versatility extends beyond its core design, allowing for creative and functional adaptations across various spaces. Its adaptability has enabled its integration into practical urban elements like bus stop benches, enhancing public convenience, while also serving as an artistic statement in installations across Mauritius, adding cultural and visual significance to the landscape.

LAUNCHING VALLÉ

When launching Vallé’s new chapter, we developed a multi-layered strategy focused on reintroduction and revelation, reconnecting with loyal guests while presenting Advenature to the world. At the core was a bold messaging system anchored in the brand’s central call to action: Live the pulse of every breath. This line became the heartbeat of the launch, expressing the harmony of nature and adventure while positioning Vallé as an experience you feel, not just visit.

A nationwide awareness campaign rolled out across Mauritius, featuring high-visibility billboards and bus stops that brought the new identity into everyday view. Internally, we led a full brand immersion for staff to embody the new spirit of Vallé, transforming them into brand ambassadors and grounding the experience in authenticity from the inside out.

THE LEGACY

The journey with Vallé was not just a rebrand, but a thank-you to the Polin family for creating something truly special, and a commitment to ensuring that Vallé continues to evolve while staying rooted in its origins. Every detail was designed with intentionality, making Vallé a symbol of national pride. The transformation has redefined the category, ensuring that Vallé is no longer just another option for visitors, but is the reason they come to Mauritius. Vallé is now a brand that is alive, pulsating, and unmistakable in its presence.