Rakana is a fictional company whose goal is to promote Caribbean tourism, Caribbean products and Caribbean culture. To this end, I was responsible for the naming, strategy and branding.

Rakana is a word from the Arawak language that can be translated as ‘this thing’ or “that”. By choosing ‘Rakana’ as the name, we establish an authentic cultural link while highlighting the essence and identity of the Caribbean in our tourism and cultural promotion initiatives.