Chile Off Track
Brand System for a Boutique Chilean Tour Company
How we transformed a dated brand identity and fragmented messaging into a cohesive, scalable tourism brand system without losing the warmth that defines the Chile Off Track experience.
How we transformed a dated brand identity and fragmented messaging into a cohesive, scalable tourism brand system without losing the warmth that defines the Chile Off Track experience.
Our Mission
Category
Location
For more than fifteen years, Chile Off Track has been bringing travellers closer to the heart of Chile through private tours to family-run vineyards, colourful coastal cities, and night sky observatories under the Milky Way.
For more than fifteen years, Chile Off Track has been bringing travellers closer to the heart of Chile through private tours to family-run vineyards, colourful coastal cities, and night sky observatories under the Milky Way.
They knew the future of Chile Off Track would mean scaling the brand, but first, they had to bring alignment to the brand they had now.
They knew the future of Chile Off Track would mean scaling the brand, but first, they had to bring alignment to the brand they had now.
Chile Off Track’s existing visual identity felt dated, the website undersold the unique experiences it offers, and the brand’s messaging lacked the emotional depth needed to connect with travellers. The brand didn’t reflect the richness of a slow horseback ride through the Andes, the warmth of a shared meal with a local guide, or the ease of being hosted by someone who knows every story worth sharing about Santiago.
Chile Off Track’s existing visual identity felt dated, the website undersold the unique experiences it offers, and the brand’s messaging lacked the emotional depth needed to connect with travellers. The brand didn’t reflect the richness of a slow horseback ride through the Andes, the warmth of a shared meal with a local guide, or the ease of being hosted by someone who knows every story worth sharing about Santiago.
They were looking for a partner who could capture the authenticity of their tours, align the brand with their new vision, and build a foundation strong enough to expand the tour company without losing its heart.
They were looking for a partner who could capture the authenticity of their tours, align the brand with their new vision, and build a foundation strong enough to expand the tour company without losing its heart.
Over several months, we guided Chile Off Track through a full brand transformation, including phases of discovery, brand immersion, strategic foundation building, and visual identity design.
We started with deep discovery sessions to understand the team’s ideas, values, and vision for the company. We researched current trends and the competitive landscape of boutique travel, identifying a growing audience of design-conscious, culturally curious travellers hungry for authenticity without sacrificing comfort.
Over several months, we guided Chile Off Track through a full brand transformation, including phases of discovery, brand immersion, strategic foundation building, and visual identity design.
We started with deep discovery sessions to understand the team’s ideas, values, and vision for the company. We researched current trends and the competitive landscape of boutique travel, identifying a growing audience of design-conscious, culturally curious travellers hungry for authenticity without sacrificing comfort.
As part of our brand immersion process, we joined four of Chile Off Track’s core tours, interviewed its guides and hosts, rode horseback through mountain passes, browsed markets shoulder-to-shoulder with locals, and peered through a telescope pointed at sacred indigenous constellations under vast desert night skies.
These experiences shaped every decision that followed, informing the textures, colours, and stories that became the backbone of the brand.
“The idea of anchoring the brand based on your experience and trip to Chile? Best idea yet.”
Bret Greenwood, Co-Owner
As part of our brand immersion process, we joined four of Chile Off Track’s core tours, interviewed its guides and hosts, rode horseback through mountain passes, browsed markets shoulder-to-shoulder with locals, and peered through a telescope pointed at sacred indigenous constellations under vast desert night skies.
These experiences shaped every decision that followed, informing the textures, colours, and stories that became the backbone of the brand.
“The idea of anchoring the brand based on your experience and trip to Chile? Best idea yet.”
Bret Greenwood, Co-Owner
We defined clear messaging pillars, including personal hosting, small-group intimacy, and off-the-beaten-path access, and used them to reshape the brand voice, tone, and storytelling across all channels.
We also developed a tagline that summed up what makes this tour company so special: The Heart of Chile.
We defined clear messaging pillars, including personal hosting, small-group intimacy, and off-the-beaten-path access, and used them to reshape the brand voice, tone, and storytelling across all channels.
We also developed a tagline that summed up what makes this tour company so special: The Heart of Chile.
We designed a flexible colour system drawn from all sixteen regions of Chile, anchoring the brand in place while allowing it to grow into future destinations as the company expands.
We built a new visual identity inspired by the places we visited, including a night sky observatory outside of Santiago, vibrant city markets, woven textiles, and Andean landscapes, so the visuals reflect the lived experience of the tours.
We set up a practical photography system, giving the team a low-cost way to make guest and guide photos look polished and consistent across all marketing materials.
“We just want to say how much we love the overall direction. You can really tell how much thought and time went into this — it shows, and we’re super grateful.”
Bret Greenwood, Co-Owner
We designed a flexible colour system drawn from all sixteen regions of Chile, anchoring the brand in place while allowing it to grow into future destinations as the company expands.
We built a new visual identity inspired by the places we visited, including a night sky observatory outside of Santiago, vibrant city markets, woven textiles, and Andean landscapes, so the visuals reflect the lived experience of the tours.
We set up a practical photography system, giving the team a low-cost way to make guest and guide photos look polished and consistent across all marketing materials.
“We just want to say how much we love the overall direction. You can really tell how much thought and time went into this — it shows, and we’re super grateful.”
Bret Greenwood, Co-Owner
With clear messaging, a flexible 16-colour system, scalable logo suite, and ready-to-use assets in place, Chile Off Track now has the tools it needs to focus on growth and set the stage for future offerings.
With clear messaging, a flexible 16-colour system, scalable logo suite, and ready-to-use assets in place, Chile Off Track now has the tools it needs to focus on growth and set the stage for future offerings.
We’ll help you find the soul of your brand and build a foundation strong enough to carry it forward.
We’ll help you find the soul of your brand and build a foundation strong enough to carry it forward.
Photography has been generously provided by Chile Off Track.
