Cultivating brand potential


Holiday branding done right

Posted by: Jo Briton

Categories: Branding,

Thu, 09 Jan 2014

I had moan in October about Thomas Cook’s new identity and how poor I thought it was (see the blog here). So this holiday company rebranding is a well thought out identity.

Self-catering family holiday brand Al Fresco operates a network of mobile holiday home parks in Spain, France, Holland, Croatia, Italy and Austria.

Elmwood was brought in to overhaul the Al Fresco branding since the company was bought by new owners, looking to create an identity that would ‘make it stand out from the crowd’ and ‘reflect the holiday experience that Al Fresco offered’.

To develop the new brand Al Fresco undertook a major market research program, interviewing Al Fresco and other regular camping customers, retailers and typical families. The findings of the research project formed the basis of the entire re-brand plan.

The new identity shows different countries using an individual colour and marque for each. I like the jewel likes tones and contemporary graphics. It looks vibrant and fun – how a holiday company should look.

The main identity is supported by a series of secondary marques that reference each destination’s culture and ‘hidden gems’, says Elmwood.

A bright colour palette is used alongside photography online to better showcase the culture of the six destinations on offer and to create what Elmwood calls ‘a natural and honest style’. The identity will be used across all touch points.

Source: Design Week