Ultramar

Ultramar refers to the pool bar space in the Conrad in Tulum, an area that'll bring people together to socialize, lounge, relax, dance, and enjoy Mexican beverages and refreshing drinks. Accordingly, the branding people extracted inspiration from Mexico's Surrealism, an artistic movement that became a lifestyle where creatives analyzed their dreams to channel the subconscious and unblock imagination. Therefore, Ultramar's branding will embody this surreal vibe through graphic assets surpassing dreams and transforming Ultramar into a dreamlike reality. The brand uses water's physical characteristics as inspiration to achieve a universe that will unlock people's imagination and make them feel wild and free. Along with a color palette and illustrations extracted from surreal paintings, and a logotype embodying water's flow and surreal nature.