The Edit: five projects including DesignStudio’s illustrative identity for Center Parcs Europe

Each and every day, we're lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks. With 29 Parks throughout the Netherlands, France, Germany and Belgium, Center Parcs Europe brings people together to enjoy unforgettable holidays with loved ones. In line with a broader reinvention strategy, the team at DesignStudio were brought in to reimagine the brand experience of the travel and hospitality icon. The new brand story is centred around the core concept of ‘Human Nature,’ calling back to the brand’s founding principles of ‘Man + Nature.’ This, therefore, acts as a guide for both the verbal and visual language. Led by a unifying brand marque, the new look introduces a new typeface – Bagoss – alongside a vibrant and flexible colour system that moves beyond the default green. Illustrations by Fuchsia MacAree deliver not only warmth and levity to the identity, but also reinforce the ‘humanity’ that is so central to the look. SAWAI is a chai-spiced rum brand, crafted using all-natural ingredients, and distilled in small batches to ensure a unique taste and superior quality. London-based design agency Studio DRAMA were tasked with creating its label, packaging design and broader brand as something that would appeal to customers of the rapidly growing rum market. Borrowing visual cues from India and the Caribbean, the resulting look blends authenticity and luxury with evocative ingredient stories and a rich colour palette. Inspired by the graphics found on 19th-century tea chests and rum barrels, Studio DRAMA playfully introduced a visual language of stamps, signifying quality assurance. The rest of the typography aims to communicate this authority and authenticity. For Hindi translations – a modular-style, Devanagari script with broad-edged pen-like characteristics was applied to complement the primary slab-serif typeface.