Holiday Best

As the pandemic led to the disappearance of holiday providers, it became evident to Holiday Best that a gap had emerged in the travel industry. There was an opportunity to enhance the experience for seasonal travellers and family holiday-makers, raising expectations regarding package holidays and the overall travel experience. The Holiday Best team joined forces with Fellow, aiming to shape the visual identity and strategic direction of the new brand. Their goal was to establish a brand presence that reintroduced the quality standards anticipated by UK travellers. 

Every customer seeks a holiday experience that resonates with them personally. Each location offers a distinct array of amenities, weather conditions, excursions, and cultural encounters. Often, when we describe exceptional holidays, we incorporate storytelling to recount significant and defining moments of our time away from home. Through strategic workshops and competitor analysis, it became evident that customers desire a package holiday tailored to their unique interests and requirements, where they feel heard and provided a bespoke experience without the inflated price tag. This individuality, combined with the overall experience, contributes to creating a memorable getaway. This realisation led to the development of the strategic direction — “Travel as it should be,” supporting customers every step of the way. This approach focuses on the finer details that define what ‘best’ means for each customer. Holiday Best is here to provide travellers with comprehensive travel solutions through flexible options and products.. 

Being a young and new brand, Holiday Best required a visual execution that would bring the strategic direction to life. This execution needed to be relatable and resonate with a wide audience demographic, ranging from families and young couples to empty nesters and individual travellers. To achieve this, a vibrant colour palette reminiscent of the Mediterranean locations Holiday Best ventured to was introduced. This palette conveyed a fresh feel and an open atmosphere, enabling the brand to stand out from other package holiday providers while also comfortably fitting within the market. Ensuring that photography showcased a narrative customers could envision themselves experiencing was crucial; it needed to feel natural, honest, and unposed. Through typography and copy, the brand’s personality was allowed to shine, utilising a rounded sans-serif as their brand font. This choice of font conveyed an approachable character and the sense of enjoyment a holiday can bring.

We developed a brand system that utilised an ‘underline’ highlighting device to define what ‘best’ entails, emphasising key benefits and experiences individuals seek in their holiday. This device was consistently employed in imagery and copy, serving as a focal point that signifies quality.

The underline motif also took the form of the aviation symbol within the primary logo lock-up. Drawing inspiration from the departures symbol familiar at airports, we crafted a symbol embodying the concept of ‘Defining best.’ It resembled not only a check-box but also a plane taking off to a sun-kissed destination.
 

Working alongside the Holiday Best team, Fellow continues to provide creative support post-launch of the brand. We collaborated closely to extend the brand across various activations and collateral, encompassing livery, exhibitions, motion graphics, and art direction. This collaboration aided in firmly establishing the new brand within their targeted audience. Since the brand’s launch, Holiday Best has successfully conducted online campaigns within British media channels.