Kuoni

Putting Kuoni back on the map

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

Kuoni, once an icon­ic trav­el brand, had lost its edge, becom­ing nar­row­ly asso­ci­at­ed with lux­u­ry Pacif­ic hon­ey­moons. Per­ceived as expen­sive, it strug­gled to define its val­ue, alien­at­ing broad­er audi­ences.

To reclaim lead­er­ship in glob­al trav­el, we need­ed to broad­en Kuoni’s appeal, trans­form­ing it from a brand peo­ple aspire to trav­el with into one they actu­al­ly trav­el with.

In a sea of same­ness, we cre­at­ed a dis­tinc­tive and pur­pose­ful brand root­ed in Kuoni’s ethos, focus­ing on why peo­ple trav­el, not just where. An approach that unlocks the ​“wow” for every traveller. 

We cre­at­ed the mantra ​“Go wow or go home” to embody Kuoni’s com­mit­ment to mak­ing the mag­ic of ​‘wow’ hol­i­days acces­si­ble to more peo­ple, brought to life through a play­ful new brand identity.

A WORLD OF WOWS

We reimag­ined and rein­tro­duced Kuoni’s icon­ic globe as a sym­bol of wow moments around the world and rein­forc­ing its sta­tus as a glob­al trav­el operator.

KUONI AS A MINDSET

By adding ​‘Trav­el’ into the logo we trans­formed the word­mark from a means into a mind­set, redefin­ing the brand as a way of expe­ri­enc­ing the world.

LICENSE TO BE PLAYFUL

Dis­tinc­tive and full of life, ​‘Wow Yel­low’ brings bold­ness and bright­ness to the brand. This strik­ing new palette marks a break from tra­di­tion­al lux­u­ry, mak­ing the brand more accessible.

BRING­ING TO LIFE

We shift­ed the focus to ​‘wow’ expe­ri­ences by cap­tur­ing real moments through nar­ra­tive-led pho­tog­ra­phy, charm­ing illus­tra­tions and an excit­ed approach­able brand voice.

BRINGING WOW TO EVERY INTERACTION

We worked closely with Kuoni’s teams to ensure that we brought a wow to every touchpoint, from online to its 27 high street stores and John Lewis locations.

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