Brand Laundry service for The Lakes Caribbean

London-based consultancy Underground the Brand Laundry has created the identity for Caribbean retirement community development The Lakes Caribbean. The identity goes live at the beginning of August.

The consultancy has been appointed to work on all aspects of the brand’s identity and positioning for a £60 000 fee and expects this to increase significantly over time, says Underground the Brand Laundry creative director Nevi Portelli.

Five ‘continuing care retirement homes’ are planned for the West Indies, targeting emigrant couples resident in the US, Canada and England, says The Lakes Caribbean chief executive officer Grant McKerron. Core brand values are honesty, youth, fun and health, with the brand mission to ‘keep it younger’, says McKerron.

‘We wanted to create an environment that encouraged people to be active during retirement, but not with a Butlins feel,’ he adds.

The Lakes Caribbean logo has yet to be revealed, but Portelli describes it as having a youthful feel, comprising the silhouette of a couple jumping in the air with a shimmering reflection in the background suggestive of the site’s ocean setting.

Photographs in promotional literature have aimed to portray Barbados as emigrants remember it. Indigenous phrases, such as ‘pick a lime’, have been inserted to further evoke memories of home, says Portelli.

The consultancy was appointed six weeks ago following an industry recommendation.

The first site in Barbados is due to open next summer and will house 3000 people in 81ha of land. As well as four medical centres, it will contain a spa, clubs, restaurants and tennis courts.

Individual properties at the site will cost £150 000 to £200 000 and residents will pay up to £1000 per month to stay.