Beardwood repositions Bahia Principe for Hyatt’s all-inclusive portfolio

New York City branding agency Beardwood has evolved the identity of Bahia Principe Hotels & Resorts following its integration into Hyatt’s all-inclusive portfolio, using strategy, brand architecture and design to differentiate the resort brand. The agency consolidated four sub-brands into two tiers, Explore and Escape, and introduced the positioning ‘Free to Be’, built around a new horizon-led visual system. The refreshed identity, which aims to be unmistakably Bahia Principe, is set to roll out across the brand’s global properties and digital touchpoints.