Context
Voyages Jules Verne, then part of the Kuoni Group, operated in the luxury travel market, where brochures and press supplements were central to customer engagement.
The brand had a strong historical identity rooted in early-20th-century travel poster aesthetics, including a gold script logotype that was still in use online.
I worked as an in-house designer within a small marketing team, tasked with evolving the brand’s visual language while respecting its heritage and ensuring continuity across high-volume print and digital materials.
The challenge was to modernise the brand’s visual identity while keeping elements of the historic look. The goal was a staged evolution rather than a complete overhaul: older branding elements, such as the gold script logotype, were retained online, while print materials were refreshed to appeal to a contemporary, luxury-focused audience.
This needed to be done gradually, so that both long-time customers and new audiences could transition seamlessly to the updated look.
Approach
• Refreshed logotype for print while keeping gold script online for continuity
• Updated colour palettes, typography, and layout to improve readability and shelf impact across brochures and press supplements
• Designed the flagship World of Wonders brochure with stronger visual hierarchy, modern covers, and consistent layouts
• Developed practical usage guidelines to ensure cohesion in future print and marketing materials
