Paradisreiser is a Norwegian travel agency offering tailor-made holidays to sustainable, peaceful, and high-quality destinations. Their original identity felt outdated and lacked a strong emotional or visual direction for a brand that promises once-in-a-lifetime trips. The challenge was to create a visual identity that communicates exclusivity, romance, and environmental responsibility without relying on clichés or falling into greenwashing.

Research & Insights
To ensure the rebrand was grounded in real audience needs and market realities, I worked closely with Paradisreiser’s founder, stakeholders, and customers. This involved competitor analysis, user surveys, in-depth interviews, and workshops.

The insights were clear. Paradisreiser’s core audience is made up of well-educated, affluent couples and families who value quality, service, and meaningful travel experiences that respect local communities and the environment. The brand’s opportunity lay in communicating its sophistication and commitment to responsible tourism more effectively while standing out in a competitive market.

Problem & Strategy
Paradisreiser’s existing identity did not communicate the exclusivity, romance, or environmental care expected of a premium travel brand. It lacked a consistent visual language and emotional depth.

The strategy focused on creating a unified identity that works across print, digital, and social channels. It needed to feel refined yet approachable, romantic yet grounded, and most importantly, trustworthy in its commitment to responsible travel. The goal was to create a flexible system that could tell a coherent story from the first touchpoint to the journey itself.

Concept Development
A key decision in the rebrand was to retain the frangipani flower. This is not only a part of Paradisreiser’s heritage but also something that grows naturally in every destination they offer. It became a symbolic link uniting all travel experiences under one brand story.

The original logo depicted the flower in a highly detailed, photographic style, which did not reproduce well at smaller sizes and lacked the timelessness the brand needed. The flower was reimagined as a modern, symmetrical icon contained within a circle, giving it a clean and balanced presence. This precision reflects the company’s reliability and thoughtful approach to travel planning.

The new identity also introduced a pattern that alternates between the complete logo and the standalone flower cutout. This pattern can be used as a design element in printed materials and packaging. It acts as a unifying thread, reinforcing brand recognition across multiple applications.

To complement these precise geometric forms, I designed organic liquid shapes in a palette of warm earth tones, soft beiges, and muted ocean blues. Inspired by the natural movement of water, sand, and wind, these shapes bring flow and depth to the identity. They evoke relaxation and connection to nature, while also reflecting Paradisreiser’s commitment to protecting the natural environments they send travelers to. These shapes also create contrast with the structured logo and pattern, adding warmth and human character to the brand.

Visual Identity System
The logo uses a geometric sans-serif typeface customized to balance modern clarity with a friendly, approachable tone. The stylised frangipani mark works both as a standalone emblem and in combination with the wordmark.

The color palette is drawn from natural landscapes: earthy browns for reliability and connection to the earth, sandy beiges for warmth, and soft blues for serenity. This palette avoids artificial vibrancy, reflecting the brand’s preference for authenticity over overly polished perfection.

Typography choices prioritise readability and emotional warmth. Together with the imagery and graphic elements, they create a system that feels cohesive and adaptable.

The art direction for photography focuses on authentic, sunlit imagery of natural landscapes, wildlife, and intimate travel moments. This avoids the overproduced look often associated with luxury travel marketing, instead creating a grounded yet aspirational atmosphere. It reinforces the idea that Paradisreiser offers meaningful, memorable travel experiences that respect the places and people they engage with.

Results & Learnings
The rebrand gave Paradisreiser a stronger and more consistent visual foundation. It communicates the brand’s story with clarity while reinforcing its values of quality, romance, and responsible tourism.

The new logo and pattern improve recognition across touchpoints, from digital channels to printed brochures and exhibition stands. The abstract wave shapes add flexibility and emotional depth to layouts, giving the brand tools to express both elegance and authenticity.

Most importantly, the identity now resonates with Paradisreiser’s core audience. It positions them clearly in the market as a premium travel provider whose focus on sustainability is not an afterthought but an integral part of their offer.

This project highlighted the value of thorough research, close collaboration, and thoughtful design choices in building a brand identity that is both strategically sound and emotionally engaging.