Client
YSL Travel & Tours
Industry
Travel & Tourism
A pin, a plane, and the route between.
YSL Travel & Tours has been with us since 2019. In 2020 we retired their cartoon plane and built a corporate mark in its place. We've handled their merchandise, corporate gifts, and social media ever since. This study is about the rebrand: one symbol rebuilt from the ground up, then carried out into the world on every object a traveller touches.
Client
YSL Travel & Tours
Industry
Travel & Tourism
A pin, a plane, and the route between.
YSL Travel & Tours has been with us since 2019. In 2020 we retired their cartoon plane and built a corporate mark in its place. We've handled their merchandise, corporate gifts, and social media ever since. This study is about the rebrand: one symbol rebuilt from the ground up, then carried out into the world on every object a traveller touches.
THE STORY
The old YSL was likeable. A soft, cartoon-style plane with the name set beneath it, the kind of mark a small shop makes for itself on day one. By 2020 the shop had grown into something larger. This is a full-service agency: air ticketing, visa application, hotel and tour packages, MICE planning, private transfers, luxury coach. A licensed operator running guided groups to destinations all over the world. They were turning up in bigger rooms now, travel fairs and corporate events, a booth standing beside national carriers and tourism boards. They knew the work cold. What they did not yet have was a way to brand it, or a mark that could hold its own at that table.
THE Approach
We kept the plane, the one idea worth keeping, and gave it a structure to live in. The new symbol fuses the two things a travel brand sells in a single breath: a destination, and the journey to reach it. A map pin anchors the destination. An aircraft carved into the marker carries the movement. Inside, layered horizons in orange and red read as sunrise and sunset, every trip a new one. One mark, destination and journey held together. Then the lettering. Bold, geometric, leaning forward, built to be recognised at a glance. The palette moved with it, from a soft and friendly start to a confident red. Red is the travel category's signal colour, and it holds its own on a phone screen from across the room.
WHAT WE MADE
A mark only earns its place on the things people actually hold. The business card is built as a travel ticket, the company's own product passed across the table. The luggage tag is a suitcase in miniature, ribbed shell and little wheels and all, clipped to the side of the real one. From there the full kit: pouches, branded luggage, and the flags and signage a tour guide raises at a crowded airport gate or a temple courtyard. Every piece does two jobs at once. It serves the customer in front of you, and it travels, putting YSL in front of the next one. To this day, they are still our client, and the identity still holds across every touchpoint, from the business card to the flag at the front of a tour group. A new shop can buy a look. It cannot fake years of living in one.
Client
YSL Travel & Tours
Industry
Travel & Tourism
A pin, a plane, and the route between.
YSL Travel & Tours has been with us since 2019. In 2020 we retired their cartoon plane and built a corporate mark in its place. We've handled their merchandise, corporate gifts, and social media ever since. This study is about the rebrand: one symbol rebuilt from the ground up, then carried out into the world on every object a traveller touches.
THE STORY
The old YSL was likeable. A soft, cartoon-style plane with the name set beneath it, the kind of mark a small shop makes for itself on day one. By 2020 the shop had grown into something larger. This is a full-service agency: air ticketing, visa application, hotel and tour packages, MICE planning, private transfers, luxury coach. A licensed operator running guided groups to destinations all over the world. They were turning up in bigger rooms now, travel fairs and corporate events, a booth standing beside national carriers and tourism boards. They knew the work cold. What they did not yet have was a way to brand it, or a mark that could hold its own at that table.
THE Approach
We kept the plane, the one idea worth keeping, and gave it a structure to live in. The new symbol fuses the two things a travel brand sells in a single breath: a destination, and the journey to reach it. A map pin anchors the destination. An aircraft carved into the marker carries the movement. Inside, layered horizons in orange and red read as sunrise and sunset, every trip a new one. One mark, destination and journey held together. Then the lettering. Bold, geometric, leaning forward, built to be recognised at a glance. The palette moved with it, from a soft and friendly start to a confident red. Red is the travel category's signal colour, and it holds its own on a phone screen from across the room.
WHAT WE MADE
A mark only earns its place on the things people actually hold. The business card is built as a travel ticket, the company's own product passed across the table. The luggage tag is a suitcase in miniature, ribbed shell and little wheels and all, clipped to the side of the real one. From there the full kit: pouches, branded luggage, and the flags and signage a tour guide raises at a crowded airport gate or a temple courtyard. Every piece does two jobs at once. It serves the customer in front of you, and it travels, putting YSL in front of the next one. To this day, they are still our client, and the identity still holds across every touchpoint, from the business card to the flag at the front of a tour group. A new shop can buy a look. It cannot fake years of living in one.