Here in New York City, we’re bundled up in sweaters, watching the snow swirl by the skyscrapers — maybe even daydreaming about a warm island getaway. Sandals Resorts‘ new global campaign, “Made of Caribbean,” might just be the nudge you need to trade your parka for a piña colada. More than a fresh coat of paint, the new campaign and fresh visuals are a strategic deep dive into the brand’s identity. Sandals embraces its roots with unapologetic authenticity, collaborating with Leo Burnett and Wolff Olins to position itself as not simply a luxury resort brand but a cultural ambassador for the Caribbean.
Storytelling that highlights the region’s vibrancy, traditions, and people anchors the campaign. Adam Stewart, Sandals’ executive chairman, narrates the campaign film, emphasizing the brand’s intimate connection to the islands. The campaign moves beyond generic notions of all-inclusive resorts to focus on experiences that embody the soul of the Caribbean.
Wolff Olins brings a new visual identity rooted in what they’ve dubbed “Natural Vibrancy.” The refreshed look and feel integrate local influences with modern design principles, striking a balance between heritage and contemporary appeal. It’s not just about looking tropical—the look feels genuinely connected to the culture and environment of the islands.
Travelers today are looking for the authenticity that Sandals and Beaches resorts stand for, so it’s an incredible opportunity to help a family business born in the Caribbean to continue innovating from its legacy and delivering all-inclusive hospitality for the next generation of travellers.”
Brian Meyers, executive strategy director at Wolff Olins
This shift speaks to a broader trend in branding: the move toward authenticity and storytelling. Sandals isn’t just competing on luxury; it’s carving out a distinct narrative space that resonates with travelers seeking meaning in their experiences.
By placing the Caribbean front and center—visually, verbally, and experientially—Sandals takes a confident step in defining its brand not as a destination, but as an extension of the region it calls home. This is branding that feels personal, thoughtful, and perfectly timed for today’s travel audience.
“Made of Caribbean encompasses the true heart and soul of our organization,” said Adam Stewart. “We are so deeply grateful to the teams at Leo Burnett and Wolff Olins for beautifully capturing who we are at our core. My father and Sandals Resorts’ founder Gordon “Butch” Stewart, built these world class brands through celebrating the place he cherished so deeply. He believed with unwavering certainty that the Caribbean was worthy of deep exploration – and that its people, the most welcoming in the world, are a constant source of joy. His vision lives on in everything we do and it is with great pride and gratitude, that we declare to the world, we are ‘Made of Caribbean.’”
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