Europe – DesignStudio has given Center Parcs Europe a new look, one that reflects the brand’s founding principles of man and nature. The visual overhaul is part of Center Parcs Europe’s broader strategy to position itself in the travel and hospitality sector as not just a leisure option for families with young children, but also a holiday destination for anyone.
Central to its new visual identity is a tree-shaped logo and illustrations by Fuchsia MacAree that move away from the old green and blue colour palette, instead showcasing a range of rich, warm colours inspired by various qualities of the natural world. The illustrations demonstrate the range of nature-inspired activities -- climbing, canoeing, archery -- available at any of CentreParcs’ 29 holiday destinations across mainland Europe. It also reflects the diversity of clientele that Center Parcs Europe hopes to attract.
In Nature Stakeholders we’ve observed how important integrating nature into a brand’s identity is to consumers. Center Parcs Europe’s mission has always been about giving its guests time and space to reconnect with nature. Its rebranding re-affirms this connection and reinforce consumers’ trust in the brand as a sustainable place to go on holiday.
Consumers are increasingly drawn to brands that make their connection with nature explicit, especially if those brands are confident in helping consumers connect with the natural world.