The White Room’s new package

In the wake of Enterprise IG’s contentious identity for Thomas Cook’s package holiday brand JMC comes a new package holiday company called Just, launched by rival travel operator Thomson yesterday, with an identity by The White Room.

Thomson is already a world leader in the inclusive tour business, selling more than four million holidays annually. Its new venture will provide customers with package holidays in seven price categories.

Head of design at The White Room Simon Manchipp says the corporate identity “represents the feeling of being able to just get up and go. The product removes the clutter found in other package holidays, so it made sense for the logo to do the same.

“The asterix ‘ping’ came from a need to represent the instant nature of booking with Just. You choose a price band, select accommodation within that band, then it’s simply a matter of booking it,” he explains.

The White Room is the in-house design consultancy of ad agency HHCL.

Thomson Holidays deputy managing director Sean Powell says: “The name Just and the identity were selected to reflect the simple, modern, honest, convenient and fun nature of the brand and the Just holiday experience itself.”