Plotting a bold new course for a travel pioneer.
Rabbie’s is one of the country’s leading small group travel operators, with tours across Scotland, the UK and beyond. Following a pitch we were appointed to reimagine their brand identity and visual language in line with their refreshed vision for the future.
Conscious of the desire to celebrate the company’s origins while also appealing to global markets, we created a stylised word mark to “hero” the name, highlighting the sense of Scottishness in a contemporary fashion. Subtly retro in feel while still working at scale, the new identity conveys a sense of rugged aspiration and an independent spirit.
Building on Rabbie’s new brand strategy with partners Sonder & Tell, we rolled out a visual language that spoke to curious travellers and those looking to go beyond the guidebooks.
Dramatic landscapes and once in a lifetime moments are central to the art direction, while a contemporary Scottish colour palette ensures that Rabbie’s stays out in front for years to come.
Maximising the impact of this new visual approach, a digital outdoor and social campaign launched the brand in style, with a series of animated executions playing on the idea of ‘going there’.