STRATEGY_BRANDING
MAGIKVANILLA
Core Branding Strategy | Copy Lead
disruptING the surf camp stereotype by offering authenticity, affinity & connection TO a broader variety of people. It focuses on simplicity, on finding beauty in ordinary things, while sharing the candour and excitEment of THE WEST COAST LIFE.
Magikvanilla is a surf camp in Ericeira – an ancient fishing village in Europe's west coast. Just like the place, they are simple, unassuming, and offering an exceptional service. The primary challenge approaching Magikvanilla brand was the fact that not only it operates in a minimal, secluded geographical area, as it also faces over twenty direct competitors.
However, on this competitive landscape, most operators are fighting over the same stereotypical surf territory and the same promotional channels with the same type of holiday experiences. This said, not just the business needed to innovate in its experiences and partnerships, but also with a brand that could stand out by its human connection.
BRAND CHALLENGES
The location's lack of worldwide recognition as a travel destination presented a challenge in attracting new far and wide visitors.
20+ direct competitors saturating the market with similar surf camp offerings and promotional strategies.
The stereotypical perception of the surf lifestyle limited appeal to a broader audience and left competitors tied to similar identities.
Lack of differentiation brought a need to stand out by building a brand rooted in human connection and emotional resonance.
Positioned the brand as a hidden gem in Europe's World Surf Reserve, highlighting its emotional and experiential appeal.
Crafted a brand voice messaging disrupt surf narratives and differentiate the brand from its competitive landscape.
Defined an identity and narrative that disrupted surf camp cliché by celebrating simplicity, authenticity, and connection.
Anchoring the brand archetype as idealistic and transformative, resonating with sun-seekers at heart look for authentic holiday experiences.
STRATEGIC APPROACH
"Our goal at heart is that one day, when you’re about 85, you’ll still remember your stay with us. That would mean we’ve done our job and hopefully, that we’re all pretty healthy old-beans."
BRAND STRATEGY (EXCERPT)
"TURNS LIFE INTO SUMMER"
The essence of Magikvanilla is IDEALISTIC & transformative. It focuses on simple things that, in the right state of mind, TURN into something greater. A MAGIC THAT MAKES of ‘Summer’ a feeling, rather than a season.
People from all backgrounds, ages and corners of the world manifest this feeling of belonging, of being back to their teens’ holidays with old friends they’ve just met. And as they feel happy, they feel inspired, purposeful, and willing to impact the ones around them. A magic that makes small things turn into something greater; something new and inspiring.
Part of this project involved restructuring the website as well as developing all its content. Highlights: 1) Diversification of holiday packs & camp activities ; 2) Integration of online booking tool; 3) Naming & backstory for each room; 4) Integration of town guide, accessible places and events, and 5) the most complete beach guide for Ericeira linked to live forecasts.
BRAND VOICE AND VERBAL IDENTITY (EXCERPT)
Magikvanilla succeeded in disrupting stereotypes by offering a simple, human-centric experience that fostered emotional connections and elevated its reputation in a HIGHLY competitive market.
Increased brand exposure:
66% increase in new website users with 49% increase in average session duration and 23% increase in social media following.
Expanded reach and loyalty with
a customer base over 40 countries, over 15% returning guests and a network of customer recommendations extending to the 3rd degree of separation.
Industry recognition as the best surf experience provider in Ericeira, earning TripAdvisor's Certificate of Excellence and a high place on the “50 World’s Best Surf Destinations” list.