Springpoint has created new branding for English Walking Holidays, a sub-brand of The English Tourist Board.
After research by the ETB showed that traditional images of muddy boots and woolly hats were unpopular with walkers, Springpoint developed an image of a dandelion clock to conjure up the feeling of the English countryside and nature.
Walking is one of the most popular leisure pursuits in the UK, with participants claiming a personal connection with the natural world.
“There is something magical in going for a walk in England. The dandelion captures that magic which emerges, as always, from the simplest things in life,” says Springpoint creative director Mark Pearce.
The design group had to visit a specialist nursery to find an out-of-season dandelion for the photograph.