Our brief was to refresh the Jumby Bay Island visual identity, create a tone of voice and brand book to define what Jumby Bay Island is about, showcasing its unique personality as well as distinguish and elevate from other premium resorts.

The logo features the Island’s unique inhabitants - the Jumby Bay Island sheep, not the predictable turtles and birds and dolphins that every island in the area has. The sheep were introduced in 1493 by Christopher Columbus on his historic journeys of exploration in the area. There they have lived and thrived ever since, wandering free across the acres of parkland in the centre of the underdeveloped island. Other islands of this premium value would have got rid of them years ago and developed the land, but the Jumby Bay owners nurture and protect them as part of their island heritage and conservation. They represent the natural, uncrowded, unspoilt and relaxed atmosphere of the island.

The newly created visual language of the hand written logo inspired by the free-spirited and informal nature of the island and the sheep logo work in a flexible relationship across various touch points.