Al Fresco holidays refreshes brand identity with Elmwood
Holiday company Al Fresco has engaged Elmwood to create the new brand identity for its network of mobile home holiday ‘parcs’ in Spain, France, Holland, Croatia, Italy and Austria.
Coming under new ownership Al Fresco decided it needed to create a strong brand story in order to stand out within its highly competitive market and tasked the design consultancy with defining its brand positioning, brand identity and a look and feel that would reflect the holiday experience it offered.
The new brand story is brought to life through a core identity and a series of contemporary brand marques that celebrate cultural icons and hidden gems from each destination. A bright and energetic colour palette has been used to capture the spirit of Al Fresco holidays and provide a distinct identity for each of the six countries.
“Elmwood really helped us find a totally new voice and direction – as well as a terrific new look. The team loved being a part of that process, and are now energised and eager to ‘live’ our new personality and take the business on to the next level,” said Kay Dodds, senior marketing manager at Al Fresco.
Account director at Elmwood, Deborah Stafford-Watson, added: “It was really exciting to work with Al Fresco to tease out what makes them so special. Once we knew it was not only the holiday experiences itself, but also their passionate and committed people, we set about bringing this new direction to life. The bright and bold colour palette combined with the contemporary graphics work perfectly to capture the vibrant spirit and local expertise of Al Fresco.”
In addition Elmwood has also developed comprehensive brand guidelines to provide guidance on every aspect of how to use the new brand assets.
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