The brand guidelines document for Holiday Hypermarket outlines objectives to establish a consistent brand message and visual identity to stand out in the travel market. It provides brand pillars around saving money, time, and offering unbeatable choice. Imagery and typography styles are defined to portray the brand as approachable, bubbly and trustworthy. Slogans, logos, and social media engagement examples are included to clearly communicate the brand personality across all touchpoints.

1. BRAND
GUIDELINES
2018

2. Objectives
Stand out
Audience
Travel is a saturated market. It’s integral that we cut
through the noise and present Holiday Hypermarket
in a way that allows us to be seen and heard.
The Holiday Hypermarket demographic is broad:
Google Analytics 01/01/18 - 18/10/18 Splunk - Bookings per age - Last 12 months
Clear on mission and purpose (we exist)
Consistent brand message and visuals
Unique
Your brand is what other people say about you when
you're not in the room. At its core, it's about personal
connections and human emotions.
Think hard about how you want
to make your customers feel.
Jeffrey Bezos
Founder of Amazon
A brand is a name, term, design, symbol, or any other
feature that identifies one seller’s good or service as
distinct from those of other sellers.
A brand is formed from a set of associations that a
person (or group) make with a company or product.
Branding
18-24
25-34
35-44
45-54
55-64
65+
BookingsWebsite traffic
6%
22%
21%
23%
17%
11%
18-24
25-34
35-44
45-54
55-64
65+
3%
12%
14%
25%
26%
19%
Facebook
25-44 50%
Email
25-34
35-44
45-54
24%
21%
29%

3. Feedback
Easiest and cheapest deals around. Fab customer service.
Cheap deals, real friendly people, perfect in every way
Really easy to book and great prices. Would recommend
them to friends and would use them again.
Booked Bavaro (Dominican Republic) earlier today for
later this month. 2 weeks all inclusive, 2 of us from
Bristol to Punta Cana-£1254. An incredible price again
from HH & another flight on the Dreamliner with free
drinks! Thanks very much!
Facebook
Very informative. Made my holiday stress free. Very
helpful lady in customer services when I was unsure
of something. Best price too.
Easy booking process, good price - slightly cheaper than
booking direct with TUI. No holiday issues so would
definitely consider using again.
Yes I would recommend Holiday Hypermarket to anyone.
Easy to use website & fast efficient service, they keep
you informed all the way. Plus great discounts
Easy to use website and a great price
Feefo4.1/5 4.6/5
Great prices/deals Easy to use Friendly

4. Who are we?
Brand Pillars
Save money
Our lowest online price guarantee means there’s
no better place to book a holiday.
Save time
Holiday Hypermarket want customers to stop
wasting time when looking for a holiday.
Unbeatable choice
Knowledgeable and expert travel team
Friendly dedicated customer support
Mission statement
With a personality as bubbly as our logo, we aim to
help customers book a holiday at the best possible
price using easy to use tools, expert support and
journalistic research.
Brand Promise
To have the greatest selection of holidays that
suit every family, couple or individual. We want
our customers to feel loved and fully confident in
the knowledge that they have booked the right
holiday, at the best possible price.
Guaranteed lowest Online prices
Exclusive offers & promotions
Easy to use website - Search built for saving

5. Who are we?
Brand Personality
Approachable
We want customers to feel super confident
that they can contact us quickly and easily
and all queries will be resolved quicker than
our competitors.
Bubbly
We should come across as bright and bubbly in a
nonsense, common sense way.
When customers interacting with us, we want them
to come away with a big smile, feeling confident that
they have made the right choice to use Holiday
Hypermarket to book a holiday.
A brand personality is the way a brand speaks
and behaves at all times consistently.
It’s integral customers to have a positive and
memorable experience when interacting with
Holiday Hypermarket by being...
Feefo rating of 4.6/5. Facebook Recommended rating of 4.2/5.
Trustworthy
Customer’s don't lie! With excellent ratings across
Feefo and Facebook, it’s clear that when customers
do interact with us, we fill them with trust. We
know this is the case with how much repeat
buisness we achieve.

6. SloganSlogan
Personalised
Individuals
Average saving
Up to 4% discount
Time
Money
How much will you save ?

7. Slogan extension
How much will you save today?
in 2019?
on holidays to Greece?
with Holiday Hypermarket?
the environment?
on family holidays?
when travelling in October?
if you book late?
when eating out in Alcudia

8. Holiday Hypermarket logo
Let’s start a journey
The cloud detail, the blue background and angled text offers the customer a sense
of getting above the cloud on an exciting journey away from everyday life.
Approachable, Bubbly, Trustworthy

9. Colour
Core Colours
HyperBlue
#006DFF
R:0 G:109 B:255
HyperGreen
CTA text colour: #333500
R:51 G:53 B:0
#BDEA00
R:189 G:234 B:0
HyperPink
#DE0BA0
R:222 G:11 B:160
HyperGrey - Dark
#A6A6A6
R:116 G:116 B:116
HyperGrey - Light
#E2E2E2
R:226 G:226 B:226
HyperGrey - Darkest
#4D4D4D
R:77 G:77 B:77
Functional colours
The importance of colour
Colour is the strongest element of identification and
association with a brand. Colour enables us to instantly
recognise and draw emotional associations to a brand.

10. HEADLINE:
Case: Uppercase
Weight: ExtraBold
Size: Large
Kerning: -25
Emphasis: #DE0BA0
FONT
Nunito
TAG:
Case: Uppercase
Weight: ExtraBold
Size: Medium
Kerning: -25
Emphasis: #FFFFFF background
SUBHEAD:
Case: Sentence Case
Weight: SemiBold
Size: Roughly half the headline
Kerning: 0
CTA OPTIONS
Case: Uppercase
Weight: Bold
Size: Small but legible
Kerning: 0
COPY:
Case: Sentence Case
Weight: Regular
Size: Small but legible
Kerning: 0
GREECE
NEW
Get an EXTRA £50
off holidays to Greece!
Famed for its dramatic natural landscape
as well as it’s beautiful villages, holidays
to Greece really are magical.
Typography
VIEW DEALS VIEW DEALS

11. Images - Competitors
Nothing is by chance...
Look at these examples below and see how everything is considered:
TUI Thomas Cook Jet2

12. Keep it on-brand
Images are super important to our brand and are
integral to connecting emotionally with our audience.
Our imagery should allow us to stand out from our
competitors, look professional and excite our customers.
Let’s mix it all together!
General
Personality: Approachable, Bubbly, Trustworthy
People in the images should show emotion
Colours should be tweaked slightly to pop (bubbly!)
Must contain at least one core brand colour
Images

13. Pure Brand - Components
FAMILY
DEALS
Book package holidays
from the UK’s biggest
operators at the best
possible prices.
VIEW DEALS
FAMILY
DEALS
Book package holidays
from the UK’s biggest
operators at the best
possible prices.
VIEW DEALS

14. Pure Brand - Components
FAMILY
DEALS
Book package holidays
from the UK’s biggest
operators at the best
possible prices.
VIEW DEALS

15. Asset Promotion
EXCLUSIVE SAVING
£315
FROM ONLY
TUI SENSATORI
PP
VIEW DEALS
Brand
HIGH BRAND
VOLUME
MEDIUM BRAND
VOLUME
LOW BRAND
VOLUME
Talking about Holiday Hypermarket
and why we’re great!
Talking about a Holiday Hypermarket
Exclusive on someone else's product
Talking about someone else's product
or announcement without exclusive
Product
ROMANTIC
BREAKS
Check out our latest
fantastic deals to
enjoy with your
loved one!
VIEW DEALS
MARELLA
CRUISES
MARELLA
CRUISES
INTRODUCING

16. EXAMPLES
DESIGN

17. HUGE GREECE
SAVINGS
Book a holiday to Greece
and save an EXTRA £50
this summer!
VIEW DEALS

18. £142pp was £419pp
Price from
Studio
Self Catering
London Gatwick - Flight Details
16 Oct 2018 - 7 Nights
Alcudia, Majorca, Balearic Islands, Spain
Mariners Club
(825)
VIEW HOLIDAY
SMALL & FRIENDLY
Tuesday 23rd October 2018
Deals
£277
SAVING

19. *
GREECE
DESTINATION OF THE MONTH
Famed for its dramatic natural landscape as
well as its beautiful villages, holidays to
Greece really are magical.
£269
Half Board
Deals from only
Per Person
FIND OUT MOREGREECE
DESTINATION OF THE MONTH
Famed for its dramatic natural landscape as
well as its beautiful villages, holidays to
Greece really are magical.
£269
Half Board
Deals from only
Per Person
FIND OUT MORE
Greece is one of the world's most loved holiday
destinations. Known for its incredible olive
harvests, slow pace of life, passionate people
EXPLORE GREECE

20. Book package holidays
from the UK’s biggest
operators at the best
possible prices.
How much will you
save today?
£315
AVERAGE SAVING
PER
PERSON*
*T&Cs apply

21. FAMILY DEALS
£315PER PERSON
FROM ONLY
*
*T&Cs apply
Examples

22. HOW MUCH WILL
YOU SAVE ?
Time
you enjoy
wasting is not
time wasted
HOW MUCH WILL
YOU SAVE ?
Better to see
something once than
to hear about it a
thousand times
Engagement posts
Approachable
Relaxed type layout
Bright on brand images
Cut through social feed
Experiments

23. Summary
A solid foundation
It’s a work in progress
Strong visual ‘pure brand’ identity
Approachable, Bubbly and Trustworthy personality
Relevant slogan that talks directly to our customers
Holiday Hypermarket is a living brand which should constantly evolve.
So are the guidelines.
Each team should use the guidelines as a base and feed work back
into the guidelines, to enusure they are always relevant based on
business and customer requirements.
We believe this document shows how small tweaks can make a big
difference to the Holiday Hypermarket brand. We have shown: