When we started working with Club Med in late 2021, the brand that had invented "all-inclusive" had become harder to recognise. The market it created decades earlier was now full of newcomers — luxury hospitality groups had entered the segment, multiplying offers and drawing on familiar tourism codes. In all this, Club Med's distinctive voice had grown harder to hear.
Less is more.
While every tourism brand was overbidding — louder colours, bigger promises, busier layouts — we proposed the opposite. Less information. Less ornament. Less staging.
This wasn't minimalism for its own sake. It was a way back to what Club Med has always quietly offered: a particular kind of luxury — unlimited but understated, generous without being flashy. We called it Club Med luxury — luxury with a pas de côté.
An identity that feels both timeless and contemporary, never overstated.
From identity to system.
What began as a brand refresh became, over four years, a stewardship. The identity had to live everywhere a guest meets Club Med — and that meant reimagining the in-resort experience entirely. We've been working on beach experiences, wellness and sports moments, the editorial worlds of gourmet restaurants, each given its own identity nested within Club Med's. Pictograms, signage, stationery, brochures, packaging, GO uniforms, room amenities, resort signatures from Tignes to Phuket to Kiroro — every detail a guest sees, redrawn.
Today, the work continues across seven territories — digital ecosystem, in-resort systems, F&B identities, lifestyle collections and brand collaborations (Lacoste, Rossignol), brand activations, anniversary moments (75 years), CSR communication.
Four years in, Club Med sounds, quietly, like itself again.
