Travelbag has unveiled new branding as part of a company-wide refresh across its eight stores, website and advertising.
The revamp, which coincides with its 40th anniversary this year, will start with the website on August 28 and later be rolled out to its stores.
The company’s newest branch, in London’s Baker Street, which opened last month, already features the new branding. Shop signage and decor will be in one of 12 colours, changing from branch to branch. The Travelbag logo will remain white in the same typeface.
A new tagline, ‘Out There, Made Easy’, will feature on marketing collateral, advertising and signage. “Bold typography” and “witty copy lines”, such as ‘Big trip, no biggie’ and ‘Two adults, three kids, four countries. Doddle’ will feature on advertising material to highlight the agency’s tailor-made offering.
Head of marketing Nicola Richardson said the intention was to make it clearer to consumers what products are available.
“We’re taking something that seemed exclusive and making it available to everyone,” she said.
“There’s been a need within the business to differentiate ourselves as a brand. We needed to look at how we can step outside of what our competitors are doing.”
The company will also redesign its customer magazine Escape to reflect the new look.
Travelbag carried out research to find out how customers perceived the brand ahead of the refresh.
The re-brand was completed with Brighton-brased branding and creative agency, Designate.
Richardson said: “We found they valued our expertise, knowledge, customer service and how helpful we are. However, they found the branding to be a bit tired.
“[The revamp] will help us to stand out a lot more on the high street.”
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