With new trip locations on the horizon, the new brand needed to easily grow with the business. We built a palette inspired by Africa’s wild, untouched landscapes, using colour psychology to make sure our choices aligned with Viatu’s modern and confident character, but still gave a nod to its sustainable roots. We explored traditional hand-drawn tribal patterns and texture, delved deep into photography and iconography styles, and chose typography that reflected Viatu’s bold and playful nature. Then, we rigorously tested everything for legibility and clarity. The result? A brand that translates across all languages and currencies – and can be adapted in line with new product features and Viatu’s future outside of Africa.

While we took care of branding and web design on the front end, Viatu’s product development team would always be responsible for the trip booking system. To ensure consistency across the entire user journey, we built a comprehensive design style guide that featured everything from brand placement rules to UX styling. We even outlined photography aspect ratios, so all imagery translated perfectly across desktop, mobile and social media.