For over 55 years, Center Parcs Europe has been a pioneer of travel and hospitality. With 29 Parks throughout the Netherlands, France, Germany and Belgium, Center Parcs Europe brings people together to enjoy unforgettable holidays with loved ones.
Today, as travellers look for sustainable, authentic and local trips and experiences, the pioneering spirit of the brand lives on with holidays to bring all loved ones - be that friends; traditional, extended or blended families; teammates or colleagues - together in nature.
In line with a broader reinvention strategy, the modernisation of existing parks and investment in new locations, we partnered with Center Parcs Europe to reimagine the brand experience by redefining the brand story as the foundation for a new visual and sonic identity. Together they unite the brand and all the parks across Mainland Europe.
We undertook an extensive immersion, visiting and experiencing the parks across Europe, engaging with guests and stakeholders at all levels and immersing in the brand’s history and archives.
Our brand idea, Human Nature, goes back to the brand’s founding principles of ‘man + nature’, and symbolises its power to connect us with nature and each other. It becomes the guiding vision to reimagine the Center Parcs Europe experience across every touch point and unite all brand communication.
At the heart of the new visual identity sits the brand marque which brings together the three crucial elements: Center Parcs brand name, nature and humans. The new typeface - Bagoss - was chosen for its circular joints and organic terminals. These are set against a new colour system that moves beyond the expected green to an eclectic, vibrant and flexible palette inspired by all facets of the natural world.
A new system of location badges creates consistency across the parks of Europe whilst celebrating the uniqueness and heritage of each location. This idea extends across each park as the visual identity is brought to life throughout the environments, from interiors to wayfinding and signage.
The new identity is paired with illustrations by Fuchsia MacAree, which inject warmth, joy and a human touch across the system, providing Center Parcs Europe with a new way to share stories and ideas. We partner our illustrations with a clear set of icons, designed for digital but also perfect for signage.
A key part of the new system is bespoke photography that depicts the full Center Parcs experience, the quieter moments, the fun, the adventures, the connection. Photography works across three tiers: the textural close ups of nature; real, candid shots of people and the coming together of humans and nature.
Another essential asset is our graphic shapes. Inspired by moments and elements in the parks, they are used to express content and form joyful patterns across environments and collateral.
This is just the beginning of the journey for Center Parcs Europe. With ambitions to go beyond travel and hospitality, we’ve used MidJourney to imagine Center Parcs as a lifestyle brand where Human Nature can be enjoyed by everyone.
The brand can be seen across every part of the customer experience. The new visual identity and launch campaign resulted in an unprecedented number of visits to the Center Parcs Europe website within two days of launch. As we look forward to the next stages of our collaboration, we’re excited to help Center Parcs Europe embrace the full potential of ‘Human Nature’, as they continue to grow and evolve, creating moments and memories their guests will cherish.
DesignStudio perfectly translated our vision into our new brand story. This is the basis for a modern and vibrant visual identity and will be incorporated in all future experiences and behaviour.Andres Neira de BackMarketing Director at Center Parcs Europe
Thank you to the Center Parcs Europe team: Andres Neira De Back, Didi Looij-van Golden, Bas Post, Irene Geerligs, Barbara Knoop, Danique Hofman, Clementine Harmant, Estelle Debeauvais and Melanie Pimpels.
- Fuchsia MacAree
- Father Sound Design
- David Padilla