NamiBlu Beach
- Tags: Brand Strategy · Creative Direction
NamiBlu is a beach service in Mallorca that lets you order food and drinks via WhatsApp, seamlessly connecting tourists, hotels, and local restaurants with an aspirational approach. Its mission is to be the go-to service for tourists and a valuable partner for hotels, delivering premium experiences while opening a new revenue stream.
In summer 2024, they proved there was a market fit and reached out to me to help shape their brand strategy, tone, and visual direction for their official 2025 relaunch.
The result? Their founders were thrilled. It’s a story worth telling. Let me take you through it.
The challenge,
the briefing,
the
movie.
NamiBlu was born in Mallorca with a simple idea: giving tourists more freedom by letting them order food and drinks from local restaurants straight to their spot on the beach, so they could focus on enjoying the moment. Their vision was to position it as a premium service. To test the idea, they built some brand essentials as an MVP and secured their first partnerships with hotels and restaurants, turning them into advocates.
Once validated, they needed to turn those essentials into a brand strategy. They had a purpose and plenty of ideas, but they needed to find what connected everything, shaping it into one clear narrative and visual direction. That’s where I came in.
What I did,
why
I did it,
and how
Research and purpose
I started with competitive research and a target definition, analyzing what they had observed during their safaris: age, origin, priorities, motivations… With that foundation, we shaped their positioning, starting with a questionnaire that helped them put their ideas into words. From there, I defined a set of brand pillars to serve as the foundation for the strategy.
To clarify their purpose, I connected their inputs and applied Simon Sinek’s Golden Circle, which led us to a well-defined Purpose Statement and USP.
Brand Identity
They had plenty of ideas and motivations, but they expressed them differently each time. One of the key challenges was creating a unique language—defining what concepts like “freedom,” “luxury,” or “relaxation” truly meant to them. This would be the backbone of their brand identity.
Words carry so many connotations that simply listing values isn’t enough to give them meaning. They needed soul. So, I developed four brand concepts that not only captured these values but also conveyed what makes NamiBlu unique.
Brand personality
To finalize the brand identity, we defined the territories we wanted to align with and shaped its personality using Carl Jung’s archetypes. To ensure consistency in communication, we established a clear Tone of Voice.
I synthesized everything into a Brand Wheel and developed a creative concept to serve as the foundation for the communication strategy.
To bring the concept to life, I wrote a manifesto (my favorite tool) and narrated a typographic video using Eleven Labs to tell the story.
It goes far beyond just evoking brand identity. Adam and Erika, the founders of NamiBlu, aren’t just building a business—they’re shaping a shared dream. They’re a young entrepreneurial couple, parents to Nami and Blu, the little ones who inspired the name of their project.
NamiBlu wasn’t born in a boardroom; it came from their own lived experience, from an insight they personally felt. It’s a journey they’re taking together, creating something bigger for the four of them, something that grows with them.
And if there was ever a perfect soundtrack for this story, it had to be Sarà perché ti amo. Especially when you know that she’s an Italian living in Spain. Because remembering home is also a form of love.
Communication Strategy
For the communication strategy, I focused on consulting, not implementation. I designed a strategy aligned with the audience and the brand personality we wanted to project—covering channels, references, ideas, key messages tied to the creative concept, and a content framework, The Traveler Loop.
We wrapped up with a more aspirational section, identifying brand partnerships that could help build recognition, elevate the service, and align with the right territories.
The Traveler Loop is my own content framework, designed to help brands with seasonal attention stay relevant all year round.
It maps out the emotional and behavioral cycle of travelers across five key stages: Dreaming, Mapping, Bliss, Reminiscing, and Reset. From the first spark of inspiration to the planning phase, the trip itself, the post–travel nostalgia, and the mental prep for the next adventure, it helps identify where and how to connect at every step of the journey.
Universe & Art Direction
As I developed the strategy, I crafted a visual language with vibrant colors, organic shapes, and bold typography to convey a sense of contemporary luxury, combined with handwritten elements that evoke relaxation and well-being.
Creating visual assets wasn’t part of my scope—I’m not a graphic designer—but I understand the codes and know how to shape strategy through visual identity. Let’s just say my dad would call me a designer, period. But if you’re in the industry, you get what I mean.
Design is a way of seeing the world. And I see it. Just not through Illustrator’s pen tool.
Impact,
Impact,
Impact.
The relationship with NamiBlu was great from day one, and it still is. The strategy ended up as a 130-slide document that didn’t just define identity and personality, but truly captured what Adam and Erika feel for NamiBlu Beach and translated it into messages that brought it to life.
As always, communication and trust were key—and they embraced every word, idea, and twist I brought to the table.
Now it’s their turn to write the next chapter with all that energy. I hope to keep expanding this story right here.
