Craft Travel
Craft Travel came to us with a clear vision and an ambitious goal to "craft" a visual identity for their business that would blend together their deeply personal approach with a level of excellence and professionalism that was often celebrated in the industry. We embarked on a journey to understand their brand story in more depth, lean into their core brand archetype and conceptualise a visual representation of everything they stand for.
Comprehensive Brand Strategy
Brand Archetype Discovery
Fundamental Visual Identity
Newsletter & Letterhead template creation
The seated version of the Roller icon is closely inspired by the Sage archetype for its wise and considered stance. There is a gentle yet regal feel to this approach for the emblem, softening the premium feel of the typography and giving the brand a close link to the wild. Purched on just a hint of a branch, the emblem is well balanced and easily recognisable despite its lack of colour. A totally custom, premium semi-serif has been “crafted” for the logotype of Craft Travel, giving the brand a fully bespoke feel while not being too overly fussed, feminine or overdone. The typographic treatment blends gentle curves with sharper edges to bring together the two sides to the brand’s personality. The “travel” is typeset in an extended sans-serif with customised “E”'s to balance out the main logotype and give the logo a modern feel.
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