Vallé Rebrand Captures the Rhythm and Energy of Mauritius

Vallé (formerly La Vallée des Couleurs), Mauritius' premier adventure and nature destination, has unveiled a comprehensive brand transformation created by Dubai-based consultancy Brand Lounge.

The rebrand introduces an entirely new category – Advenature – that seamlessly blends adrenaline-fuelled activities with the tranquillity of nature. The transformation centres around the concept of 'Live the Pulse,' inviting visitors to experience Vallé at their own rhythm – whether seeking the high-energy thrill of ziplines and quad biking or the serene beauty of the park's famous 23-coloured Earth and waterfalls.

"This transformation honours Vallé's authentic Mauritian roots while positioning it for the future," said Hasan Fadlallah, founder and CEO of Brand Lounge. "We defined a new category that captures the unique duality of the experience. Vallé is an Advenature destination that adapts to each visitor's energy and maximises brand value through strategic differentiation."

Design System Built for Motion

The visual identity system is defined by perpetual movement, with every element designed to pulse with energy:

• The 7% Slope: A forward tilt running through the entire visual system, inspired by the perfect zipline angle
• Triple A Design Principle: Active, Agile, Alive – creating a system built to move and bring motion to the brand
• Dynamic Logo: A wordmark where the 'V' represents the valley and 'A' symbolises the mountain peak
• Mauritian Colours Reimagined: Bold tones derived from the national flag, elevated for contemporary appeal

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"The visual identity pulses with rhythm and movement," said Mo Saad, head of design and creative impact at Brand Lounge. "We designed a system where the 7% slope became our creative north star, expressing the brand's duality through every element from logo to motion principles. The Pulse motif positions Vallé as the heartbeat of Mauritius, a living brand that connects visitors to the authentic rhythm of the island."

From Local Nickname to Global Brand

The name 'Vallé' – already used informally by staff and locals – was chosen for its rhythmic, Kreol-inspired sound and accessibility to international visitors. This approach prioritised cultural authenticity over imported tourism branding conventions.

"This identity system captures the perfect balance between our thrilling adventures and breath taking landscapes," said Ashfaaq Polin, COO and director of Vallé. "The brand feels alive, just like the experiences we offer. Working with Brand Lounge, we've created something that's unmistakably Vallé and unmistakably Mauritian."

The launch includes an immersive brand film, a transformed on-site experience, and a comprehensive local and digital campaign. The rebranding marks the beginning of a broader transformation continuing throughout 2025, including new immersive experiences and innovative park features designed around the 'Live the Pulse' concept.