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 more than a refresh. They needed a bold new identity that would challenge legacy perceptions, express a broader offer, and connect with a new generation of travellers.

Evolving the iconic smile

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

The Partnership

At the heart of the rebrand is TUI’s new purpose: to create the moments that make life richer. We brought this to life by evolving the iconic smile into a living design language, 
infused with optimism, movement and emotion.

A Vibrant 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.

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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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A simplified colour palette makes the brand more vibrant across channels. A custom typeface captures the warmth and clarity of the brand voice. A new illustration style, inspired by the smile’s curves, adds a playful human touch across UI, motion and graphic assets.

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Alongside new art direction and a refreshed tone of voice, 
TUI can now express the richness of each experience with confidence and joy across the whole customer journey.

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And we’re just getting started. Our collaboration with TUI 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 DS 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 travel brand.”

Christian Torres

Global Head of Creative & Brand ID, TUI Group