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 lead­ing trav­el brand, 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 com­pet­i­tive edge.

We were brought in to restore it as a lead­ing glob­al trav­el brand — 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 logo into liv­ing sys­tem of moments around the world – rein­forc­ing glob­al scale while mak­ing the brand feel dynam­ic and cur­rent. Adding Trav­el shift­ed Kuoni from a ser­vice provider into a brand­ed 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 trav­el that felt invit­ing, not intim­i­dat­ing. Paired with a sophis­ti­cat­ed sup­port­ing brand palette, it cap­tured the warmth and opti­mism of those unfor­get­table ​“wow” moments Kuoni cre­ates for their cus­tomers.
 

“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 des­ti­na­tions to expe­ri­ences — from places to feel­ings, and from geog­ra­phy to emo­tion. 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 WONDER-FILLED

Gone were the tired trav­el plat­i­tudes; we rede­fined Kuoni’s tone of voice as 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 spoke with a more dis­tinc­tive and con­tem­po­rary brand voice: warm, wit­ty, and unmis­tak­ably alive. It no longer sound­ed like a tra­di­tion­al trav­el oper­a­tor, but like the thrill of trav­el itself: fresh, joy­ful, and impos­si­ble to ignore.

BRING­ING WOW TO EVERY INTERACTION

The new brand iden­ti­ty wasn’t made to live on a screen, it was built to shine every­where. We worked close­ly with Kuoni’s in-house mar­ket­ing and retail teams to bring ​‘wow’ to every touch­point across dig­i­tal, the 27 high-street stores and John Lewis & Part­ners loca­tions. The result was a joined-up omnichan­nel brand expe­ri­ence that made Kuoni feel more dis­tinc­tive, con­sis­tent, and alive, wher­ev­er cus­tomers encoun­tered it. 

“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.

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