What they asked us
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When Emboo approached us, they were already trailblazers in sustainability. As the first fully eco-sustainable safari camp in the Maasai Mara, they set the bar high with innovations like electric safari vehicles and closed-loop systems. But the landscape was changing: many competitors were mimicking green messaging, often without real substance. This rise in greenwashing diluted Emboo’s unique position and left their brand struggling to stand out.

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The challenge:

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• Sustainability was Emboo’s core strength, but the growing wave of greenwashing in the safari industry was making it harder to differentiate.

• Their messaging leaned heavily on sustainability, but it needed to connect on a deeper emotional level with their guests.

• Their target audience was undefined, and their brand identity didn’t reflect the vibrancy and energy of their camp experience.
   

Our approach:

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1. Making a bold move in niching:

   • In a region dominated by camps catering to older, traditional safari-goers, we encouraged Emboo to lean into a smaller but growing audience: younger travelers aged 25–40, who prioritize sustainability and unique experiences.

   • This was a daring strategy in the Maasai Mara, where most camps target wealthy retirees and families. By choosing a smaller niche, Emboo differentiated itself completely from the competition.

2. Reclaiming the narrative:

   • We repositioned Emboo not just as sustainable, but as the camp for a “new generation” of adventurers: young, eco-conscious travelers seeking purpose-driven luxury, and fun.

   • This shift allowed Emboo to move beyond sustainability as a feature and focus on the emotional connection their unique approach creates.

3. Refreshing the visual identity & camp interior:

   • Visual Identity: We reimagined Emboo’s branding with vibrant, youthful colors and bold typography that reflected the spirit of their audience. These elements replaced the more muted tones typical of traditional safari lodges, creating a modern and energetic brand presence.

   • Camp Interior: The interiors were redesigned to balance comfort with authenticity, incorporating locally inspired patterns, sustainable materials, and colorful accents.

4. Designing the Guest Journey:

   • We mapped out the entire Guest Journey to ensure every touchpoint—from the booking experience to the farewell—was memorable, personalized, and aligned with Emboo’s ethos.

   • This included plotting key Happy Points, or surprise moments that delighted guests and created lasting memories. This is how we implemented the first running track in a National Reserve. Since this younger generation likes to take care of their body, and a safari trip was not the most active way of traveling. Uptil now! 

5. Crafting clear messaging:

   • Tagline: New Generation Safari Camp.

   • Baseline: It’s in Our Nature.

   • These messages reframed Emboo’s sustainability efforts as part of a vibrant, youthful, and forward-thinking identity.
      

The Emboo Manifesto
 

"Once upon a time, safaris were all about the chase, the trophy, the snapshot. But as the world spun on, we realized the real magic wasn’t in capturing the wild but in connecting with it.

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At Emboo, we’re ushering in the next big scene in this adventure, one where it’s not about dominating nature, but being part of its rhythm.

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Here in the heart of the Maasai Mara, Emboo is more than a backdrop; it’s a whole new way to feel as close as possible with nature. Let’s dive deep into the real, raw, untouched world, far from the growl of engines and closer to the heartbeat of the earth.

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It’s about moments that stick with you… The lion’s roar at sunset, watching a baby elephant trying to figure out its trunk, and the shared laughter because of it. It’s about the stories shared around a fire, feeling the pulse of tribal chants, and enjoying a heartily prepared dinner under a blanket of stars.

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In a world buzzing with ‘eco’ this and ‘sustainable’ that, Emboo stands out by not just talking the talk but walking the walk. Sustainability? For us, it’s the air we breathe, the ground we tread on, and the legacy we’re building.

It’s in the silent whisper of our electric rides through the savannah, in our farm-to-fork feasts, and in every interaction that leaves the land a bit brighter, a bit wilder.

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Emboo is about kicking back, letting loose, and soaking in the luxury of the untouched and untamed. It’s where you’re not just a guest but a part of something bigger: a community that’s shaping the future of travel.

Here, luxury isn’t about glitter and gold; it’s in the authenticity of the experience, the warmth of the welcome, and the thrill of discovery.

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We’re here to blaze a trail for the new generation of explorers, crafting journeys that don’t just pass through but touch both soul and soil.

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If you’re about making memories that matter, if you’re ready to join a movement that’s about fun, discovery, and caring for our beautiful blue planet, Emboo is your call to adventure.

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This is not a safari; it’s the start of something legendary.

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Emboo, welcome to our tribe."