The brand’s president and marketing director share details of the repositioning
With 24 years of existence, Hopi Hari has established itself as one of the largest amusement parks in Latin America. With the aim of continuing to transmit joy, the park announced a rebranding, presenting a new visual identity.
In an interview with propmarkAlexandre Rodrigues, president of Hopi Hari and Mariana Mello, the park’s marketing director, share details about the brand’s next steps.
And motivated
Mariana explains that the update was designed to dialogue with three layers considered structuring for brand management: cultural context, brand strategy and technological language.
The professional explains:
Cultural context: understands changes in time and space in society, in the case of Hopi Hari, generational challenges and the understanding of the brand as a place (a country), guided this analysis;
Brand strategy: repositions business objectives in their new cultural context (previous layer). Among them, for example, understands the concept and public all families as an essential component in their ecosystem;
Technological language: aligns and makes the intangible aspects of the cultural context and brand strategy concrete and relevant, through the development of sensory elements, which articulate the identity in its visual, verbal, sound, tactile, gustatory and olfactory spheres.
The changes
“The flag, identified as the brand’s main visual asset and synthesis of the country’s concept, has undergone adjustments that converge on good practices of responsive design and digital presence, such as the synthesis of colors, exclusion and refinement of elements (border of the flag and symbol ).Its unique shape was preserved and the blue color was more valued, aligned with perception and the concept of ‘trust'”, described the executive.
The logo got a new design. According to Mariana, before it had a version of the Futura font and today it has a proprietary form that combines the playful (joy and fun) in the forms of the letters H and A, with the phonetic strength of the name “HOOOpi HAAAAri”, enhancing the expression verbal and sound, language hops and the recovery of the brand’s storytelling. The tagline continues to be the most fun country in the world and continues to be present as an expression of positioning, today aligned and systematized with the brand’s attributes.
“All visual elements are aligned with the Brand’s Compass, reflecting, in different nuances, the ‘Joy of Being’ purpose and the main attributes such as trust, ethics, emotion and destiny”, added the marketing director.
Since mid-2019, the rebranding process has been taking place with a change in culture and reinforcement of the values that make up the pillars of the brand. This strategic change impacts the visitor experience, added Rodrigues.
Communication
The president added that the brand is being widely publicized in the park’s anniversary month through its social networks, distribution channels, influencers and the press.
We were careful, over the last 12 months, to make the change based on qualitative and quantitative research that guided us throughout the process, explained Rodrigues.
And after the rebranding?
The park president stated that Hopi Hari’s goal is to be recognized as a country, a unique, diverse and inclusive theme park with an inspiring, internally aligned and shared brand culture.
We also seek to attract new visitors and engage stakeholders around the identity of the most fun country in the world and the brand’s territories. Enhance the family experience, providing increased revenue, new businesses and corporate sustainability, he concluded.
