2019 saw the formation of a partnership between the Tasmanian Walking Company (TWC) and Australian Walking Company (AWC), two great brands providing unique premium walking experiences across Australia.
For over 30 years, TWC has set the benchmark in quality and experience in the eco-tourism sector, but over time their brand had become dated. The partnership provided the perfect opportunity to re-develop the brand giving a bolder, more contemporary attitude that also respected the heritage of both companies.
The place, the experience and the unique offer.
These three pillars are responsible for defining the service offered by the company, and we use them to help us guide our creative process. Breaking the name into three lines, each representing one of these pillars.
We also developed a secondary version of the logo and called it the brand mark. It is a reduced version of the primary logo and can it is used in different situations, especially within products and gifts, and as a seal of quality.
AWC and TWC are responsible for holding a variety of iconic walkings around Australia. Each of these walks has its own brandmark and works as a stand-alone logo or paired with the AWC or TWC logo. As part of our challenge, we had to redesign each of these logos and their personalities.
After a few months of work, both companies are now connected through a cohesive, strong and recognisable visual identity. This new concept not only dictated the new direction the company was moving its positioning but also reinforced the company as a benchmark in the sector.
AWC + TWC are now one company ready to showcase a few of the world’s best landscapes and connect with people who value a premium walking experience.