Unreal creates Butlins identity

Butlins is poised to launch a reworked corporate identity, designed by Unreal, that will roll out across its four business divisions next year, as part of a ‘mammoth’ brand review project.

Unreal has simplified and modernised the Butlins marque and created an armoury of cartoons, characters, colours and icons to sit alongside the identity. The consultancy was appointed in September and is collaborating with ad agency Mustoes on the project.

Butlins brochure development brand manager Gwen Miller says, ‘The look marks a new visual era. [It is] crisp, clean, flexible and fun.’

‘Communications are warmer and more approachable, but ultimately a greater clarity and synergy across materials has been achieved,’ says Tim Lewis, managing director at Unreal.