Industry
Tourism
Services
Rebranding
Destino 191
A new entrance to El Yunque
Destino 191 is an initiative created by Foundation Puerto Rico to make tourists and locals interact with the (not so visited) Cubuy neighborhood in Naguabo with a final destination to El Yunque National Forest. 191 is the main road that takes you through the heart of Naguabo to this less-known entrance to El Yunque.
The icon was inspired by the three important things: flora, fauna and destiny. An abstract shape was created where you can see a plant leaf and the leg of the coquí (Puerto Rico´s native species of frog). We added the location icon to emphasize the premise “this is your destination”: El Yunque). We played with this icon across most of the applications of the brand to establish how versatile it can be. We selected a display font for its casual, friendly and cheerful style. We adapted the logo in various formats, some more formal and others more casual. The illustrations were recreated with details of textures and shadows, maintaining a free and fluid style.
Roads, Naguabo, Foundation, El Yunque National Forest, Cubuy, Puerto Rico.
