Club Med is revamping its image and artistic direction in line with its position as an all-inclusive, lifestyle and high-end holiday leader.
The revamp, the brand’s first since 2014, includes changes to both its communication tools and its resorts.
The new identity is guided by the brand’s high-end positioning, resulting in a more contemporary, premium style, but remains true to the essential Club Med offering, namely simplicity, indulgence, nature and freedom.
The design, developed by internal teams in collaboration with creative studio Bleu.paris, revolves around the creative principles of simplicity, exclusivity and strong styling. The corporate identity features revised logos, a colour palette inspired by plants and the Earth, and new typography. It will be applied to Club Med’s portfolio of resorts, with roll-out scheduled to begin at the end of the year.
Laura Hendel, Marketing Manager of Club Med Southern Africa, says she’s proud to be part of a company that understands the importance of reinventing itself and staying ahead of the pack.
“With this new corporate identity, Club Med really steps away from the classical travel brand expression and reaffirms its commitment to being the most desirable holiday lifestyle brand. The new brand expression will allow us to feature our uniqueness and what Club Med is all about: creating happiness and moments of bliss in the most beautiful corners of the world. We deliver more than just a hospitality service, and with the growth of our Exclusive Collection range, this new corporate identity embodies that, with us, you can expect luxury, but without the bling.
“I believe those who know and love Club Med will receive our new look well since the core element: the trident, remains and is actually enhanced,” says Hendel.
Pending the gradual roll-out of a new website planned for November, Club Med’s current website has been given a makeover in line with the new identity.
