Club Med, the all-inclusive holiday brand, has presented its first total rebrand campaign since 2014. The new modernised identity was designed by Bleu Paris studio.

Club Med announced the “friendlier, cooler, and more elevated” brand identity as part of a return to its brand essentials: simplicity, epicureanism, nature, luxury, and freedom. The makeover will seek to help re-energise the brand, revive its personality, and boost its desirability.

Based on three creative approaches, namely simplicity, personality, and exclusiveness, Club Med has unveiled a reinterpreted logo, a new colour palette, new typography, revised iconography, and a reworked website. The refreshed identity has been introduced already in some recently opened resorts and will be rolled out in other properties at the end of 2023.

The brand’s trident logo will boast a “more assertive, playful, and bolder” allure as part of the rebranding campaign. The new colour palette draws its inspiration from nature, with more earthy and vegetal tones prevalent throughout.

The new website will gradually be rolled out to users from November of this year. It is expected to take the form of a minimalist and premium website in order better to reflect Club Med’s luxury offering and less-is-more approach. Prior to the full roll-out, the reworked graphics and iconography will be integrated into the current website to ease user passage between the two.