After renovating its villages with a high-end refurbishment program, Club Med wanted to update its brand expression as a premium, all-inclusive vacation experience. To translate Club Med’s positioning as a luxury brand, Brandimage created a new visual territory and identity that connects to Club Med’s long history in the market but suggests its modern sophistication: the brand’s iconic trident.
Brandimage developed an efficient brand identity system for Club Med’s commercial and corporate communication, signage, social media, and digital applications. We created the tone of voice and developed language guidelines based on the trident imagery: a triple of triplets tells a short story of happiness. We reenergized Club Med’s identity with an updated color palette, expanded the round and friendly “Happiness” typeface into full, proprietary alphabet, and designed custom-made signs in an illustrative style for all points of contact. To personalize each village, we created a customized identity that adheres to the global brand focus while referencing the unique attributes of the individual village and its environment.