Paradisreiser is a Norwegian travel agency offering tailor-made holidays to luxurious, peaceful, and sustainable destinations. Their original identity felt outdated and lacked a strong emotional or visual direction, especially for a brand that promises once-in-a-lifetime trips. The challenge was to create a visual identity that felt exclusive, romantic, and responsible, without tipping into cliché or greenwashing.

The rebrand kept the frangipani flower at its core, as it was important to the client and naturally grows in all of their destination countries. But instead of the generic version in their old logo, the new mark was simplified and stylized to feel modern, soft, and symbolic. It became the anchor of a new identity built around tranquility, warmth, and romantic minimalism.

The liquid background shapes were developed as a core design element to mimic the flow of water and the organic movement of sand, a subtle nod to nature, movement, and calm. These shapes brought in softness and space, creating a relaxed, high-end feel across print and digital materials. The circle cut-outs from the logo and the repeated flower pattern were introduced as secondary elements to help tie the identity together across formats.

The art direction focused heavily on showing untouched nature, local wildlife, and romantic experiences. I curated a photo style that felt real, soft and sun-drenched, far from the over-edited, luxury-first visuals used by many competitors. The tone is grounded, nature-focused, and still full of desire and intimacy. Honeymoons, safari, and slow travel all live in the same universe here, and the visuals needed to reflect that mix of love, stillness and once-in-a-lifetime energy.

The result is a full identity system with a clear tone of voice, recognizable brand elements, and a stronger visual foundation across logo, color, typography, design elements, image style, and web direction, all tailored to support the brand’s mission of responsible luxury.