Brand Identity, Art Direction
Desturi Safari Visual Identity
Desturi is a luxury safari travel brand centred on immersive experiences across Africa. The identity was developed to balance the sense of adventure associated with safari travel with a more refined, considered and contemporary positioning.
The challenge
The challenge was to create a visual identity that could communicate the richness and adventure of an African safari while moving away from the visual clichés often associated with the category. The brand needed to feel distinctive and culturally grounded, but also refined enough to appeal to travellers looking for a more premium experience.
The Direction
The direction focused on finding a balance between exploration and refinement. Rather than relying on literal safari imagery, the identity uses typography, restrained colour and expressive compositions to create a more considered visual language. Photography and graphic elements work together to capture both the landscape and the sense of discovery at the heart of the experience.
The Solution
The identity combines an elegant typographic foundation with a warm, restrained palette and a flexible graphic system. Strong typography provides structure, while expressive layouts and photography introduce a sense of movement, landscape and discovery. The result is a visual identity that feels contemporary and premium without losing its connection to the African travel experience.
The Outcome
The identity provides Desturi with a consistent visual foundation across its brand communications, allowing photography, typography and graphic elements to work together across different touchpoints. The resulting system gives the brand a more distinctive and refined presence while retaining the sense of adventure at the core of the experience.
