Fiji had long been known as a family favourite destination. Unsurprising when you considered the ’Disney-fied’ version of happiness they presented, filled with clichéd imagery of gleeful tourists and a smiley face logo. The nation needed a new way to stand out and increase visitation from high value travellers, while staying true to their core strategy of Happiness.

The Tourism Fiji logo refresh aimed to celebrate Fiji's culture of happiness by repositioning the destination. Collaborating with Fijian masi artist Wati Talavutu, the new logo incorporated traditional motifs denoting the many facets of Fijian happiness. Masi, a traditional and revered art form, enabled the creation of four unique marks suitable for various settings. The logo's aesthetic drew inspiration from the traditional printing process's natural imperfections, adding cultural value and beauty. It was created through close cultural consultation, ensuring it was truly authentic and represented Fijians on the world stage.