Following new ownership, the business required a complete brand reset to align with its evolving vision and audience. The project focused on redefining its purpose, “One touch, fair travel”, and translating this into a new name, positioning, and identity system. The result is a future-facing brand that moves beyond traditional corporate travel, offering a more accessible, human, and modern experience.
The brand narrative was built around the concept of the “dash bubble,” representing a sense of comfort and protection while travelling. This idea informed a highly conceptual visual and storytelling system, including the creation of an AI character to bring the experience to life across digital platforms. The result is a distinctive and engaging brand language that positions Destini as a progressive and experiential travel partner.
Brand Statement
