Case Study

Big Kahuna’s

Client

Big Kahuna’s is a family-centered water park in West Berlin, New Jersey, with a sister park in Destin, Florida. Open year-round, Big Kahuna’s New Jersey has something for everyone, including a 60,000 sq ft indoor water park to accompany its outside attractions, and its retractable roof means the fun continues no matter the weather. Big Kahuna’s Destin, in the Florida Panhandle, is open seasonally and has everything from a giant wave pool and lazy river to multi-story water slides and miniature golf. Big Kahuna’s is available for birthday parties, private events, corporate events, and offers group packages.

Challenge

The Big Kahuna’s West Berlin, New Jersey, location was originally known as Sahara Sam’s while the water park in Destin, FL, was already operating as Big Kahuna’s. The client came to us looking for a rebrand of their water parks. They were shedding the Sahara Sam’s name and pulling both water parks under the Big Kahuna’s umbrella. They asked us to rebrand every attraction and all the in-park marketing, including snack bars and restaurants. Our design team, in close collaboration with the client, got to work.

Brand Strategy

  • Brand Strategy
  • Marketing Strategy

Creative Content

  • Logo Design
  • Copywriting
  • Brochures & Advertising
  • Illustration

Ready to spice up your branding game?

01. Branding

The client didn’t want to merely transfer the names and designs from their location in Destin, FL. So, while we had a blueprint for the New Jersey location, based on Destin, the client really let our creativity fly. All the attractions and locations in the park were renamed. The names fit the tropical vibe that Big Kahuna’s is known for. Their lazy river became Tiki Tides while their adventure playland became Jungle Hideout. The kid areas of the indoor and outdoor parks were designated Little Lizard Landing and Little Kahuna Lagoon with the adult-only section named Paradise Cove. With Big Kahuna’s New Jersey being open year-round, we wanted to impart the feeling of a tropical wonderland even when it was snowing outside.

big kahuna attraction logos svg image
snake eyes attraction logo - two teens on a floating tube image.
jungle hideout attraction concept image.
02. Design

Expanding on the already established Big Kahuna’s brand, our team created logos for the over 20 attractions and facilities that we had renamed. We chose a fun, illustrative style with bright colors reminiscent of cartoons set to attract both kids and the young-at-heart. The logo for Big Kahuna’s itself featured illustrations of several different tropical plants with a Polynesian-inspired tiki mask. Tiki masks of various colors and designs were also heavily featured in other artwork for the park. Each ride and attraction had its own distinct logo, aiding in their memorability. In addition to logo design, we also recreated all of their marketing materials with the updated branding. Menus, brochures, rack cards, all were brought into line with the new Big Kahuna’s visuals.

Big kahuna theme park pamphlet graphic image.
big kahuna's logo promotion on a blue truck.
023 Ongoing Design

Thrilled with the direction and success of the rebranding, Big Kahuna’s chose Sack Lunch to continue with their design and branding on an ongoing basis. We still create any and all design material, including website visuals, marketing collateral, and in-park marketing and signage. The next time you’re in the Florida Panhandle or New Jersey, stop into Big Kahuna’s for a water park experience the whole family will enjoy!

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