Kuoni

Putting Kuoni back on the map

  • Brand Strategy
  • Proposition
  • Naming
  • Visual identity
  • Verbal identity
  • Brand guidelines
  • Brand launch

Kuoni had become pre­dictable, and peo­ple had stopped choos­ing it.

Once a cat­e­go­ry leader, Kuoni had drift­ed into a nar­row, out­dat­ed per­cep­tion: Indi­an Ocean hon­ey­moons, expen­sive, safe, and increas­ing­ly irrel­e­vant to mod­ern travellers.

Book­ings were hold­ing but the brand was los­ing its edge.

We were brought in to make Kuoni rel­e­vant again – not just refreshed, but chosen

This involved a repo­si­tion­ing to shift per­cep­tion, broad­en appeal, and dri­ve growth. Then a brand iden­ti­ty refresh that was impos­si­ble to ignore.

THE SHIFT:
FROM DES­TI­NA­TIONS TO MOMENTS

Trav­ellers don’t fall in love with places. They fall in love with how those places feel. Kuoni had owned ​“wow” – but only in one con­text: honeymoons. 

We unlocked that idea and scaled it across every jour­ney with a bold new promise ​“Go wow, or go home.”

A WORLD OF WOWS

We reimag­ined Kuoni’s icon­ic globe liv­ing sys­tem of moments around the world – rein­forc­ing glob­al scale while mak­ing the brand feel dynam­ic and cur­rent. Adding Trav­el shift­ed Kuoni from a provider into a mind­set — a way of expe­ri­enc­ing the world.

“This wasn’t just a visu­al rebrand­ing exer­cise; it was about revi­tal­is­ing a once mar­ket lead­ing brand that had lost its way and giv­ing us a strong foun­da­tion to grow from.”

Caroline Child, Marketing Director, Kuoni


WOW YEL­LOW

“Wow Yel­low” became the brand’s heart­beat: built to stand out on the high street and feel acces­si­ble, not intim­i­dat­ing. More than a colour, it was a state­ment, a mod­ern expres­sion of lux­u­ry that felt invit­ing, not intim­i­dat­ing. Paired with a sophis­ti­cat­ed sup­port­ing palette, it cap­tured the warmth and opti­mism of those unfor­get­table ​“wow” moments Kuoni cre­ates for every trav­eller.
 

“I have nev­er worked with a brand part­ner who felt so much part of the team from the very start, and that are as strong in the think­ing as they are in the doing.”

Caroline Child, Marketing Director, Kuoni

EXPE­RI­ENCE OVER DESTINATIONS

We shift­ed Kuoni’s entire visu­al and ver­bal sto­ry­telling from places to feel­ings — from des­ti­na­tions to expe­ri­ences. Nar­ra­tive-led pho­tog­ra­phy cap­tured awe through human detail: a hand graz­ing a ripe man­go, the hush of a safari sun­rise, laugh­ter in mon­soon rain.

WARM, WIT­TY AND WONDERFILLED

Gone were the tired trav­el plat­i­tudes; in their place, a voice that felt con­fi­dent, human, and filled with won­der. Every word was writ­ten to inspire emo­tion, and make peo­ple feel the wow before they’d even packed. Head­lines invit­ed curios­i­ty, copy built antic­i­pa­tion, and even book­ing flows car­ried a spark of per­son­al­i­ty. Across every touch­point, Kuoni sound­ed mod­ern, warm, and unmis­tak­ably alive. It no longer spoke like a lux­u­ry trav­el brand, but like the thrill of trav­el itself — fresh, joy­ful, and impos­si­ble to ignore.

BRING­ING WOW TO EVERY INTERACTION

The new iden­ti­ty wasn’t made to live on a screen, it was built to shine every­where. We worked close­ly with Kuoni’s teams to bring ​“wow” to every touch­point, from dig­i­tal jour­neys to its 27 high-street stores and John Lewis loca­tions. Every ele­ment, from shopfronts glow­ing in Wow Yel­low to copy lines on book­ing pages, invit­ed trav­el­ers into the expe­ri­ence before their trip even began.

“Not only am I for­tu­nate enough to now have a fab­u­lous new brand iden­ti­ty to play with, but it’s one that actu­al­ly works in real life — not just in the Guide­lines document!”

Caroline Child, Marketing Director, Kuoni

Impact

  • Commercial impact

    Grew total booking revenue +8% YoY.

  • Audience growth
    Core couples booked nearly +20% more holidays and increased spend +30% YoY.

    Younger couples spent +10% more per trip

  • Engagement
    Appointment bookings +49.2% 

  • Brand experience
    Shopfronts revitalised in Wow Yellow stood out on the high street, drawing customers in. Internal teams embraced the toolkit with pride, using it to tell richer stories. Press and partners took notice, amplifying the refreshed brand.

  • Scalability
    Initially created for Kuoni UK, the identity is now being explored in other markets as a blueprint for growth.

Back To Our Work