Inside Asia Tours

Objective: To design a visual ‘language’ for this popular tour operator’s holding company and its sub-brands.


Dynamic and forward-thinking, Inside Asia Tours knew that it could build on its success in the Japanese tour market and develop its brand to offer holidays to other countries in Asia: Vietnam, Cambodia, Laos and Burma. We needed to rationalise the branding to give the company a consistent, clear identity in every region. The aim was to develop a visual language that clients would recognise and trust, building the company’s reputation for excellence and encouraging cross-selling throughout its regions.



We started our rebranding by creating a unique symbol – a brandmark – for the Inside Asia Tours holding company. We were inspired by East Asian hanko (seals or stamps used as signatures on official documents)Our vision was that Inside Asia’s own hanko would provide an instant indication of authenticity – an endorsement – on every communication from any of the regional sub-brands.

Then, we looked at the existing branding for InsideJapan and InsideVietnam. We brought the logos in line with each other, and we created a third for InsideBurma. We commissioned local artist Fi Powers to create icons for each sub-brand – every icon needed to capture the unique spirit of the region it was to represent, but also demonstrate a style consistent with the overall brand identity.

Knowing that InsideAsia is a growing, ambitious company, we put together a clear set of brand guidelines  that define the typography, colour palette and illustration style – the unique elements of the company’s revamped visual ‘tone of voice’ – which it can go on to apply throughout its printed literature and online, and to new sub-brands in the future.

And our pièce de resistance: we created our biggest identity statement yet – a large sliding door that now forms the entrance to the company’s training room, literally inviting new and existing staff into the Inside Asia adventure.

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