A ‘natural and honest’ new identity for Al Fresco holiday company

Self-catering family holiday brand Al Fresco operates a network of mobile holiday home parks in Spain, France, Holland, Croatia, Italy and Austria; and the new identity denotes the different countries using an individual colour and marque for each.

Elmwood was brought in to overhaul the Al Fresco branding since the company was bought by new owners, looking to create an identity that would ‘make it stand out from the crowd’ and ‘reflect the holiday experience that Al Fresco offered’, says the consultancy.

Deborah Stafford-Watson, account director at Elmwood, says the consultancy worked to ‘tease out what makes [Al Fresco] so special’.

She says, ‘The bright and bold colour palette combined with the contemporary graphics work perfectly to capture the vibrant spirit and local expertise of Al Fresco.’

The main identity is supported by a series of secondary marques that reference each destination’s culture and ‘hidden gems’, says Elmwood.

A bright colour palette is used alongside photography online to better showcase the culture of the six destinations on offer and to create what Elmwood calls ‘a natural and honest style’.

 The identity will be used across all touchpoints, and Elmwood also created a set of brand guidelines for its future applications.