Bushbaby Travel Creation of a multi-generational brand


A new brand to reflect the expansion of Bushbaby Tours' growing range of travel destinations, whilst retaining their strong brand heritage.


Bushbaby Travel are family travel specialists, creating imaginatively crafted, inspirational holidays and adventures worldwide; the crucial differentiator is that their trips are designed by parents for parents. Historically for the founder it had been about how to keep travelling to adventurous, exotic destinations with very young children. As the company flourished and has grown, so has the portfolio of destinations and range of expertise.


Research into the existing brand indicated that many people thought the company only offered holidays in Africa to families with young children (their original focus). They now needed a brand which appealed more widely to families. This included honeymooners, parents with young children and teenagers, empty-nesters travelling with (and without) their grown up children, through to even grandparents for multi-generational trips.


Our approach:

Embracing the Bushbaby company name, we adopted a lower-case, hand-crafted typographical approach underlining their friendly and approachable level of service. Drawing on Ashanti West African iconography, the chosen symbol made reference to the divinity of mother earth and the power of nature – fitting sentiments for the Bushbaby ethos.


In addition, we updated the strap-line and brand marque to reflect the company’s new offering, which made the most of their unique positioning and heritage. “Inspiring Travel for life” draws from the eclectic mix of destinations available, and the notion that the company could be a companion for life; from their roots as a young family’s specialist operator, to now a more diverse audience.


The result is a broad-appeal brand; that retains its heritage and roots at the heart of Bushbaby Travel.