La Sombra / This is a story about how a local Oklahoma Airbnb, expanding into Costa Rica, used a rebrand to grow into an international lifestyle brand built around self-care, connection, and play.

A small modern black house with a corrugated metal roof, situated among tall trees in a dense green forest. A gravel staircase with a metal railing leads down to the house amidst lush foliage.
A small modern black house with a corrugated metal roof, situated among tall trees in a dense green forest. A gravel staircase with a metal railing leads down to the house amidst lush foliage.
A black and white icon of a beer glass with bubbles and foam at the top.
A black and white icon of a beer glass with bubbles and foam at the top.
Person holding a smartphone with an app showing a small house with the words 'LA SOMBRA' at the top, and 'LIVE' and 'SLOW' at the bottom. The person is sitting on a green seat with their legs crossed, wearing a cream-colored long-sleeve shirt, and the background has a wooden surface.
Person holding a smartphone with an app showing a small house with the words 'LA SOMBRA' at the top, and 'LIVE' and 'SLOW' at the bottom. The person is sitting on a green seat with their legs crossed, wearing a cream-colored long-sleeve shirt, and the background has a wooden surface.
  • Tall palm trees against a partly cloudy sky with birds flying overhead.
  • An aerial view of a backyard with dense green trees surrounding a small building with a teal roof, a cleared open space, and shaded areas.
  • Silhouetted trees in a dense forest with the sun shining through the foliage, creating a contrast between dark shadows and bright highlights.
  • A modern, multi-level house illuminated at night, seen through trees, with outdoor living spaces and large glass windows.
  • Dense cluster of green palm leaves overlapping each other in a tropical setting.
  • A cozy bedroom with wooden panel walls and sloped ceiling, featuring a bed with beige linens and decorative pillows, a window and skylight, a small side table with a plant, and a standing lamp.
A white cylindrical object on a brown wooden surface with a black card reading 'LIVE SLOW' and contact information.
Graphic with an orange question mark over a dark background, with small icons of a tree, snowflake, and tree inside the question mark, and the word 'OFFLINE' vertically aligned on the mark.
Graphic with an orange question mark over a dark background, with small icons of a tree, snowflake, and tree inside the question mark, and the word 'OFFLINE' vertically aligned on the mark.
A person is holding a white shopping bag with black text and a logo, standing on a wooden floor against a wooden cabinet. The bag has the words "LIVE SLOW LA SOMBRA" printed on it.
A person is holding a white shopping bag with black text and a logo, standing on a wooden floor against a wooden cabinet. The bag has the words "LIVE SLOW LA SOMBRA" printed on it.
Two Christmas-themed signs with words and a stylized Christmas tree graphic on a leather couch. One sign is upright and the other is face down on the couch.
Two Christmas-themed signs with words and a stylized Christmas tree graphic on a leather couch. One sign is upright and the other is face down on the couch.

Project Information

Stage

Early

Industry

Hospitality

Services

Brand Strategy
Branding

Impact Points

Fair Wages
Local Craft

  • As a B Corp, Odd Notion only partners with founders building products that benefit people and planet. We sort that commitment into three tiers:

    • Measured impact — brands with verified, certified outcomes, like a fellow B Corp.

    • Unmeasured impact — brands doing real good that haven't yet quantified it.

    • Do no harm — brands we're proud to build because of how they operate.

    La Sombra sits in our unmeasured-impact tier. As it expands into Costa Rica, the brand invests directly in the communities that host it — paying fair wages to the Costa Rican people it works with and furnishing its locations through local artisans, keeping both income and craft local. The good is built into how La Sombra grows; it simply hasn't been formally measured yet.

Situation

La Sombra, is a lifestyle brand that initially started as an Airbnb in Oklahoma and is now expanding its offerings to include the beautiful country of Costa Rica. The expansion posed a unique challenge - how to successfully reposition the brand in a manner that not only harmonizes with the new destinations but also cultivates a distinct brand identity.

Problem

The primary obstacle was navigating the transition from being a local Airbnb to becoming an international lifestyle brand offering unique vacation experiences. This required a thoughtful re-examination of La Sombra's brand identity and messaging. The challenge was to preserve the essence of the original brand while adapting and evolving to align with the new destinations and expanded audience.

Solution

Odd Notion embarked on a comprehensive rebranding journey with La Sombra. We decided to elevate the brand beyond the conventional concept of a vacation rental. Instead, we positioned La Sombra as an influential lifestyle brand that actively promotes the significance of self-care, fosters meaningful connections, and embraces the joy of play.

Credits

Strategy: Eleazar Ruiz
Creative Direction: Eleazar Ruiz
Graphic Design: Eleazar Ruiz
Tone & Voice: Diana Taggart

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