Sunweb Rebrand

Creating a fresh, friendly and fun European travel brand.

Setting the destination
CapeRock & Sundio Group collaborated to develop the new Sunweb identity.

In September 2016 we were approached by the internal production house of the Sundio Group to work in partnership on the rebrand of their flagship brand Sunweb. In the travel market all operators sell sand, sea and sun. The categorie's message across the board is simply 'holiday happiness'. 

Sunweb wanted to reach beyond and create an enduring experience by ‘Creating Memories’. The goal of the rebrand was to position Sunweb as the qualitative alternative in the market. Sunweb wanted to keep their primary colour as red and they also wanted to create a visual property that could be used across various media as a shorthand version of the logo.
"The wish for the brand property was to create an expression that evokes sunshine, joy and a spark of inspiration. Capturing moments in a flash so they become memories."
Visual Strategy
Memories can be triggered by mnemonics. The wish for the brand property was to create a brand expression that evokes sunshine, joy and a spark of inspiration. Capturing moments in a flash so they become memories. So we create an icon that can be used dynamically and brought to live through animation. We called it the ‘Spark’.
The Spark
The Sunweb spark is the starting point for holiday inspiration, radiating both sun and fun. The spark is the base for the design language of icons and the buttons, unifying the look of the app, blog and website on all platforms. Used in patterns it creates an eye catching vibrant layer that will be used in signage and livery.
Creating memories
The concept ‘creating memories’ changed the style of photography into a more open and personal approach. Sun kissed snapshots of private moments that connect to our joint memory of holidays.

Result
The Sunweb brand is ready to take on Europe. The brand has become more consumer friendly through it’s positive, friendly and personal feel. The branding has become more emotive and is connected to its promise of creating memories. 
Team Sunweb
Sundio Group also signed a three-year sponsorship with the professional cycle team ‘Team Sunweb’. This sponsorship offers Sunweb a window to the world and global exposure. The launch of the new Sunweb logo coincided with the presentation and launch of the Team Sunweb cycling team.
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