Soultrek
Brand Identity Development | Antyra Solutions | 2017
Background/Brief
Meaningful Travel
SoulTrek Travel is a company that offers handcrafted journeys through Sri Lanka that encourages you to leave a meaningful impact on the destinations and communities encountered along the way.
Soul + Trek = Shifting perspectives through life enriching journeys.
When it comes to travel, perspective is subjective. It is based on one’s own personal feeling, emotion and what they see or choose to see.
“Seeing happens effortlessly and yet is endlessly complex” (Visual Experience: Sensation, Cognition, and
Constancy Gary Hatfield and Sarah Allred )
Brand Personality & Positioning
SoulTrek is uplifting, responsible and authentic. SoulTrek helps customers grow through experiences with sustainable and socially conscious forms of travel. It also focuses on genuine experiences that connect with local customs & nature.
Design Approach
“The eyes are the window to the soul”. Sight is one of the strongest senses. The eyes are what helps you see and visually experience a journey while giving you the ability to experience something more. We took the concept of the iris and illustrated it as symbol for the brand.
Abstract and dynamic
The logo was inspired by the detailing in the patterns found in an iris. These patterns can be a method of identifying ones’ personality traits which can be interpreted in many ways. Visually the pattern itself could be seen in different ways. The phrase “eyes are the window to the soul”, gives out the impression that we can see something beyond the surface. Taking this into consideration we illustrated a symbol that represents the iris in somewhat of an abstract form, leaving it open to interpretation by the viewer.
We used colours to keep alive one of the brands core attributes of being environmental and socially
conscious. The Primary and secondary brand colour have been used to portray growth, a new perspective and sustainability.
