Mustique
A Glimpse of Paradise

Project Scope

Strategy
Brand
Film
Production
Editorial
Photography
Digital

Project Details

Mustique Island is undeniably one of the most storied destinations in the world. This diminutive tropical paradise is only three-miles-long by one-mile-across and home to barely 100 villas.

Frequented by royalty and rockstars, Mustique has a mighty reputation as a small but perfectly formed tropical island hideaway where the A-list go to relax and party out of the public gaze.

Yet those in the know, know Mustique for its utterly beautiful landscape, completely unspoilt beaches, warm local hospitality, social rituals, knock-out villas and fiercely guarded privacy.

As a long-standing partner, Pixie was tasked by Mustique to carry out a review to Mustique’s long term brand strategy and update its visual identity.

So how do you brand an icon and preserve the magic that makes Mustique so adored by homeowners, the local community and visiting guests alike?

Carefully. With a deep understanding of all of the stakeholders. With respect to the past and the personalities who had the foresight to make Mustique what it is today. And, importantly, by understanding the shared values that bring this community of local residents, homeowners and guests together.

Illustration Design System
A Cornucopia of Extreme Natural Beauty

The central idea behind the visual identity is to show a glimpse of Mustique without revealing everything. This aligns with the Island’s core pillars and particularly the privacy & security that is so central to Mustique’s success. We wanted to develop a design system that represents The Grenadines’ stunning natural beauty and abundant wildlife.

Working closely with Mustique’s conservation team, we have identified period engravings of the Island’s plentiful flora and fauna that are so loved by the community. From these we have used individual components to create a wallpaper and a design system where we can create unlimited collages that can be use across a variety of design applications.

Film — From Dawn to Dusk
The Sights and Sounds of Paradise

From the outset we wanted to produce a portrait of the island that truly captured its spirit. Spend any time on Island and what strikes you is how the soundscape changes throughout the day. This Island soundtrack is what we used to structure a day-in-the-life on Mustique.

Based around sound vignettes recorded on location, the film is deliberately evocative without being explicit. It allows the viewer to imagine time at a slower pace and shows glimpses of the extraordinary activities and that Mustique has to offer, and the Island community that is so central to the Mustique experience.

“Working with James and Dominic is enlightening. They bring a great energy to the work that they deliver, and there is nothing better as a business than to benefit from a bit of Pixie magic!”

Pippa Ona — Sales & Marketing Director

Mustique has a vast array of brand applications and internal & external communication requirements. Everything from guest travel communications, on island events, villa and hotel marketing, official corporate and shareholder communications. 

Whilst Mustique is primarily a word-of-mouth destination, the website plays a very important role in guest bookings, particularly around accommodation options and planning guest activities.

The Mustique ‘house of brands’ features a suite of related organisations including Basil’s Bar, The Cotton House hotel and the Island’s airline, Air Adelphi.

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