Industry
Tourism
Services
Naming, Branding
Canocum
Ridge to reef trail.
In 2023 we were selected as finalists in the seventh edition of the LADAWARDS in the branding category with the identity created for Canocum. This was a project carried out for Para La Naturaleza and the USA Forest Service. It consists of a network of recreational and educational trails in Puerto Rico that seeks to connect the El Yunque National Forest with protected areas through the towns of Luquillo, Fajardo and Río Grande. Its name, Canocum, means "three" in our indigenous culture, referring to its three main paths.
In terms of design, we focused on the definition of a portal or gate. This works like any transition vessel, therefore, it has road characteristics. From this premise, we designed the main icon, representing the experience of moving from one place to another. The brand architecture of the 3 paths come from the main logo. This symbol represents the experience of the journey, based on distinctive characteristics of the towns.
Tourism, El Yunque, Trails, Recreational, Para La Naturaleza
