TUI

The Challenge

As travel returned post-pandemic, TUI set its sights higher, evolving from a traditional holiday provider into a modern leisure experience brand. To bring this shift to life, they needed a bold new brand that would challenge legacy perceptions, express a broader offer, and connect with a new generation of travellers.

We partnered with TUI to redefine how the brand shows up strategically, visually and experientially at every defining moment. From architecture and new propositions, to tone of voice, motion, editorial and digital, we’ve built a holistic brand system that continues to grow.

Strategy

At the heart of the rebrand is TUI's new vision: excellence is leisure experiences. We brought this to life by evolving the iconic smile into a living design language, infused with optimism, movement and emotion.

Brand

Every element was designed to help the brand feel more alive, more relevant, and more emotionally resonant, reflecting the spontaneity and joy of real-life experiences.

We also introduced a radiant ripple, a dynamic visual signature that travels across every brand experience, from OOH to banners to broadcast.

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Throughout our ongoing partnership with TUI, we’ve expanded the toolkit, enabling TUI to express the richness of each experience with confidence and joy. A simplified colour palette makes the brand more vibrant across channels. A bold typeface captures the warmth and clarity of the refined brand voice. Meanwhile, the distinctive illustration style, art direction and motion assets bring personality to brand storytelling.

Digital

We created a global digital design system, inspired by the smile’s curves, to add a playful human touch across UI and align TUI’s digital experience across all markets.

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Beyond, we’ve worked with TUI through multiple defining moments, including the creation of their first luxury, standalone hotel proposition and refreshing sub-brands including TUI Blue. Our collaboration is ongoing as we continue to shape the future of the world’s leading travel brand.

“The creative output is always top notch and as a bunch of people, they’re a joy to work with. I’m so glad we approached Further to help us reinvigorate TUI. And it was no mean feat: refresh our rather traditional, staid image and help us step out as a modern leisure brand.”

Christian Torres

Global Head of Brand Strategy & Identity, TUI Group