Journey SA Identity
Challenge
Journey SA is a new exclusive tours and transfer business located in Cape Town. Their core focus is offering unique and unusual experiences, bespoke tours and luxury transfers.
With their target market and offerings being fairly broad, it was important to strike a balance between the different attributes that the brand wanted to uphold.
Approach
We looked at assigning characteristics to the brand in order to establish the brands personality. Exclusive, Luxurious, Professional, Sophisticated, Bespoke, Approachable and Contemporary were prominent key words pulled from our research. Following this initial process a selection of visual style directions were created showing imagery, illustration and typography to establish the brands look and feel. The outcome was a combination of a bold word mark and a unique, cleverly thought out brand mark.
The concept behind the brand mark evolved as we had discussion around ‘journey’, going from A-B and not wanting the journey to come to an end, an infinite journey. The loops (roads) were created in colours to resemble South Africa’s natural landscape, sun (above), water (below) and flora (left and right).
Logo animation
