Responses by Anna Ahnborg and Oskar Andersson, style and design administrators, Delighted F&B
History: Scandinavian holiday model Ving was initially section of the world-wide Thomas Cook Team, but when the Thomas Prepare dinner Group collapsed, Ving dropped the legal rights to its prior visual identity. Ving’s branding required to match guardian corporation Nordic Leisure Journey Group’s long term business enterprise system, a appreciably broader provide to cater to a more diverse target viewers. It’s a present day and flexible id far more ideal for today’s media landscape.
Reasoning: Nordic Leisure Travel Group acquired Ving in late autumn 2019, but regrettably, the team was not able to launch a comeback for Ving in 2020 thanks to the COVID-19 pandemic. Luckily, the time was expended having the model completely ready to fulfill the goals of hundreds of countless numbers of vacationers who are longing to check out the entire world again. So, outdoors of creating a modern and contemporary identity, we also desired to evidently convey rely on and balance by providing hints of a thing acquainted and favourable. After all, Ving has an virtually 70-calendar year-aged heritage. One of a kind but even now acquainted. The brand’s new path is expressed in its tagline: Locate your wave.
Issues: Uniting an array of model names below one visual umbrella and model system. The 3 tour operators, Ving, Spies and Tjäreborg, operate in four unique languages, indicating we should be quite visually potent and typically even wordless.
Beloved particulars: The striped sample and animation that we made with Studio Taktil. For many years to arrive, this will be a impressive branding asset for uniting and guiding persons who do not share a prevalent language. It is adaptable and is existing in practically just about every component of the brand name in so a lot of unique methods. We are also tremendous delighted with the bespoke fonts that we produced together with Kanon Foundry.
Visible influences: A sunny and cheerful vacationy spirit: striped sunlight umbrellas on a seashore in Italy, a bathing match hanging to dry in a picturesque alley and a zebra crossing in Manhattan.
Time constraints: Time was an crucial component. Due to the fact Ving experienced dropped access to its past visual id thanks to the collapse of its previous parent business Thomas Cook dinner Group, this set a stringent deadline for mum or dad corporation Nordic Leisure Journey Team to build a new identity for Ving. It led to a extremely non-chronological function course of action where by unique areas required to be designed simultaneously.
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