Alpitour World S.p.A., leading Italian tour operator. The Karambola brand is aimed at a young, informal and dynamic traveler.
The Karambola restyling project was in the wind for some time: the brand has changed over the years, as well as the market and the target audience. That means that a brand positioned in a cheap (in the best sense of the term) and young market sector must have a coordinated and solid image in support of its “smart and easy” ideals, which in recent years of large digital revolutions have taken different meanings than those of ten years ago. It has been an important route, and we’re proud to have reached the finish line with a successful and satisfying overall work.
Viaggio come sono ("Travel as I am") is the inspiring philosophy of the entire creative process: the decision of not changing the payoff proves its consistency with the values and its effectiveness in communication. Just from the "as I am" idea rises in fact the main concept around the Karambola brand: the identity. The graphic translation of this philosophy has resulted in a fresh and instinctive sign. The logo, first of all, is a fingerprint, but its forms can also inspire other symbols: a wave, a vortex, a spiral. Its stretch and warm stroke leads therefore to different interpretations, making it unique, multiform and memorable.
Generally, on the cover, the people used to be the main subject: initially as body parts close-ups, then as explicit faces. Since we were conscious of wanting to brush up the brand spirit without forgetting its history, we’ve given life to these brand new covers in which no person is visible, but from which the traveler personality can completely emerge from the objects he decides to pack. The covers processing technique, called Knolling Photography and based on sorting things and picturing them from above, has become popular during the last year, thanks to the success of image-based social networks like Instagram and Pinterest.
The first brainstorming about the catalogs internal layout almost leaded to rethink it as a real travel guide thanks to all its tips and utilities. We applied this inspiration to some more practical and commercially useful logics and the result is a product which is very different from the classic travel catalog format. Icons, borders and fonts, all treated in detail, create a youthful and fashionable overall vision, easy to read and close to the friendly concepts on which the brand can count: simplicity, passion, entertainment.