Setting a new standard for responsible tourism

Challenge

Baobab Travel is a responsible travel specialist and tour operator founded in the UK in 2002. They promote and offer responsible tourism and alternative forms of travel in Africa. Their tailored experiences offers fulfilling and enjoyable holidays that not only enriches the customer, but also aim to benefit local communities’ economies, being sensitive to local cultures and the environment.

In 2014 Baobab Travel was acquired and came under new management, relocating their head office to Cape Town. Under this new leadership and with shifting trends, their target market had developed and the Baobab Travel corporate identity needed to follow suite.

Outcome

Baobab Travel appointed Kandi to rebrand and develop a new Baobab Travel corporate identity. The logo was redesigned and modernised, in a bold and contemporary style, still keeping the established baobab tree in the brand mark. The tree was simplified, keeping reduced sizes in mind for social media usage. A slight texture was added to introduce a tactile appearance, creating authenticity, and to contrast an otherwise minimalistic style.

Kandi developed the wireframe and designed the look and feel of the new website. Emphasis was put on selling the different destinations and the different experiences that Baobab Travel offers. The look and feel was kept clean and modern, using the corporate colours of black, white and orange.

To be consistent throughout all touchpoints, stationery, social media graphics, booking forms and various travel documents were designed inline with the new identity.