Mallorca, Spain

Redefining a Leading Destination from Within

The Challenge

The challenge was not just to craft an identity that balances the island’s rich heritage and natural beauty with the aspirations of its residents and the expectations of modern temporary residents, but to start the transformation from within—with the voices, insights, and stories of the people of Mallorca.

As global tourism shifts toward sustainability, cultural connection, and authenticity, Mallorca faces a pivotal opportunity to redefine itself—not just for visitors, but for its own people. This transformation began from the inside out, with the voices of Mallorca’s people at its core. By starting with the residents—the custodians of the island’s culture, traditions, and identity—we ensured that every element of the rebrand reflects the authentic soul of Mallorca.
The goal: to preserve Mallorca’s soul while setting a new standard for ethical and responsible residency experiences rooted in the authenticity and pride of its community. Special emphasis has been placed on the importance of responsible tourism and the coexistence, preserving Mallorca’s unique essence as both an international destination and a home for its inhabitants.

What we did

Transforming Mallorca:
A Commitment to Authenticity and Responsability

This project began at the heart of Mallorca—with its people. Through intimate conversations with residents, we uncovered:
- • The importance of preserving local traditions and natural beauty.
- • The need for responsible tourism and temporary residency that respects the island’s resources.
- • The shared desire to celebrate Mallorca’s authentic identity while protecting it for future generations.
These voices guided every step of the process, ensuring the rebrand reflects the island’s true essence and aspirations. This rebranding project aimed to position Mallorca as a global leader in ethical and responsable living, where hospitality, culture, and environmental stewardship coexist seamlessly. Our approach was rooted in the insights, passions, and stories of Mallorcan residents, ensuring the identity reflects their pride and vision for the island. We didn’t just study Mallorca; we listened.

Solution & Strategy

Mallorca’s renewed identity is a testament to its people, values, and vision for the future. Built on heartfelt stories and authentic cultural heritage, it captures the essence of the island while fostering connections that resonate with all who encounter it. This approach prioritizes ethical growth, balancing community well-being with visitor engagement, and emphasizes sustainability and respect. Through modernized visuals and innovative narratives, Mallorca emerges as a beacon of responsible, harmonious living and an inspiring example of human-centered progress.

1. Starting from Within: Listening to Mallorca’s Voices
Our journey began by engaging directly with the people of Mallorca. Residents shared their stories, concerns, and hopes, providing invaluable insights into the island’s challenges and opportunities. These personal accounts became the foundation for crafting a brand that feels authentic, inclusive, and deeply rooted in the community’s values.
2. Humanizing Mallorca’s DNA
We infused the brand with the island’s authentic warmth, cultural heritage, and personal stories, creating emotional connections that resonate deeply with both residents and temporary residents.
3. Balancing Growth with Preservation
The brand reflects a strong commitment to ethical tourism and temporary residency, fostering harmony between the local community and temporary visitors while prioritizing sustainability and mutual respect.
4. A Forward-Looking Identity
By modernizing outdated visuals and embracing innovative storytelling, we repositioned Mallorca as a hub for responsible, meaningful, and balanced living experiences.

Strategic Insights

Mallorca’s new brand bridges the island’s rich cultural and natural heritage with a forward-looking commitment to sustainability.

In an age where meaningful, community-driven experiences matter more than ever, mallorca emerges as a destination that balances local authenticity with universal appeal, fostering deep connections and inspiring a future rooted in harmony and progress.
-Preservation Through Progress
The brand serves as a bridge, celebrating Mallorca’s vibrant cultural and natural heritage while guiding it toward a sustainable future.
-Rooted in Local Voices
The rebrand is grounded in the stories, concerns, and aspirations of Mallorca’s residents. The brand emphasizes authenticity, community, and a shared vision, ensuring an authentic representation of the island’s identity and uniqueness.
-Global Relevance, Local Spirit
In an era of meaningful, community-driven experiences, Mallorca’s rebrand reflects its ability to foster personal connections while remaining globally appealing.

By grounding the brand in the heartfelt stories and aspirations of its residents, it ensures a representation that is as authentic as it is inspiring. Emphasizing community values and a shared vision, the rebrand highlights the island’s unique spirit while embracing its global relevance.

Visual Identity

Weaving Together Tradition and Innovation. Mallorca’s new visual identity draws directly from its culture, natural beauty, and the insights of its people, blending modern design with deeply rooted symbolism.

• Logo Design: Inspired by the Ikat fabric, a traditional textile from Mallorca, the logo’s patterns symbolize connection, continuity, and the timeless ability of the island to bring people and cultures together.
• Typography: A clean and approachable typeface with subtle Mediterranean influences, evoking nostalgia and authenticity while remaining modern.
• Color Palette: A harmonious mix of serene blues, verdant greens, and earthy tones that reflect the island’s sea, landscapes, and heritage.
• Imagery: Authentic photography featuring people, landscapes, and community life, telling the story of Mallorca’s vibrant culture and heartfelt connections.

The Result

Building a Responsible and Authentic Future for Mallorca. The result? A brand that positions Mallorca as a global leader where hospitality, culture, and environmental stewardship coexist seamlessly. It elevates Mallorca from being seen as a mere destination to becoming a place where every resident (permanent/temporary) feels connected to its essence—land, culture, and people.

The rebrand will help position Mallorca as a beacon of ethical and sustainable living experiences, creating a space where temporary residents can connect deeply with the island’s culture and natural beauty. This refreshed identity moves beyond mere aesthetics, embodying a movement to protect and celebrate Mallorca’s unique character.
Through this transformation:
• Temporary residents experience authentic Mallorcan culture, fostering respect and appreciation for the island’s traditions and environment.
• Residents take pride in their heritage and feel empowered to share it with the world.
• Mallorca is celebrated globally as a leader in responsible, authentic, and sustainable tourism and residency practices.

At its heart, this rebrand is a commitment to Mallorca’s soul—a transformation shaped by its people, for its people, and shared with the world.

By starting from within, with the people of Mallorca as our guiding light, we ensured this transformation honors the island’s identity and secures its future. Mallorca, Ca Nostra now stands as a symbol of authenticity, sustainability, and shared responsibility, ensuring that the island’s extraordinary charm thrives for generations to come.

Fundació Mallorca Turisme, Consell de Mallorca

"We would like to thank the TOTEM Branding team for the incredible work they have done in creating the visual language of Mallorca's new brand. Their creativity and commitment have been key in shaping an identity that truly represents the essence of the island. It has been an inspiring process, in which their talent and experience have made the difference. It is a luxury to have counted on them on this journey. Thank you for everything!"

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