Monkeying Around For A Travel Brand
Monkey Projekt is a rebrand of a travel company that used to operate between India and Indonesia. Their previous name and logo didn't represent them in anyway. They wanted something that's fun and will connect with their audience who are mainly backpackers.
Previously named Tripix. It was just a name adopted from where they previously worked at. It wasn’t capturing the spirit they liked to move forward with. They wanted something fun and captured the vibe of the audience they were targeting. Mostly backpackers between the age of 25 and 40 with interests in trekking and group trips.
The proposed solution is to use a 90’s rubber hose style character to bring about a tinge of nostalgia while maintaining the fun aspect of the brand.
The character is named Kelana which means Wanderer in Bahasa. It complements his cheerful personality of wanting to be on the move constantly with his trusty bag. He is always on the lookout for the next adventure. Kelana fits Monkey Projects approach of never sit still with his springy arms energetic pose. He is someone who can rally tribes over just providing tours.
It creates nostalgia for the upper range of the target audience who has grown up watching cartoons of their era. It’s like an old friend that has came to visit them with new adventures. At the same time it creates a fun character to interact with the younger generation.
