Discover India
A destination management veteran needed a visual identity that matched its decades of experience. We built a holistic brand system that marries heritage with modern vibrancy.
Discover India had the experience—decades of it. But the brand’s visual expression was playing it safe. The existing identity relied on a standard corporate blue that felt flat, dated, and arguably invisible in a crowded market. It worked locally, maybe. But for a company managing destinations around the world, "fine" wasn't cutting it. They needed a system that was instantly recognizable across borders without feeling chaotic. The challenge wasn’t just to look better; it was to create a feeling of awe that matched the destinations they serve.
We didn't throw away their heritage; we amplified it. We took their existing safe blue and pushed it into "Endeavour Blue"—a vibrant, royal shade that commands attention. Then, we softened that authority with a "Champagne Salmon" secondary tone to introduce a luxurious, organic texture. For typography, we refused to use standard sans-serifs. We chose Periódico, a font inspired by 18th-century Spanish engravings. It feels old and new all at once. We paired this with TT Travels, a geometric grotesque that keeps the functional text legible but human. - Why this works: The "Champagne Salmon" acts as a subconscious signal for premium hospitality, breaking the corporate coldness of the blue. - The behavioral shift: By using Periódico (a serif with character) for headlines, we force the reader to slow down and view the brand as a storyteller rather than just a logistics provider. - Tone consistency: The new voice pillars—Awe-inspiring, Articulate, Considerate—give the team a concrete framework. They stop writing like a vendor and start writing like a partner.
