Kelana Travel
Travel agency · Brand identity
Kelana plans short, all-in trips for young professionals who have the leave days but not the time to plan. The identity is a paper plane on a looping flight path, a single expressive typeface, and a sunny palette of deep sea, sunset orange and lagoon, applied from boarding passes to stickers.
The brief
Build a travel brand that feels like a friend who has already planned the trip, not a ticket portal. It had to stand out in a feed full of beach photos, sell 2–4 day packages, and work on documents travellers keep (passes, tags, postcards).
The idea: the joy of leaving
Kelana means wanderer in Malay and Indonesian. The brand captures the moment you walk out of the office on Friday: light, a little mischievous, already on the way.
Where it lives
Boarding pass, luggage tag, passport holder, postcards and stamp, sticker sheet, airport lightbox, crew tee, booking website with trip search, trip-itinerary app, and a long-weekend social campaign.
Brand board
The identity across print, packaging, digital and environment.
Identity system
The decisions behind the brand.
Logo
a paper plane on a dotted, looping flight path. It is playful, instantly understood, and works as an app icon, a stamp or a sticker.
Colour
Deep Sea #0E3B5C for trust, Sunset #FF7A3D for energy and calls to action, Lagoon #34B3A0, Sky #CDE8F2 and Sand #F6E7CF for the holiday mood.
Typography
one family, Bricolage Grotesque, from heavy display headlines to small print, which keeps the system simple and recognisable.
Voice
short, cheeky, practical. "Out of office, into the ocean." "Group trips, zero group chats."
Applications
Selected touchpoints from the identity.
Website
The identity carried into the online experience.
Social campaign
“Long Weekend, Sorted”. A playful campaign selling 2–4 day packages around Indonesia’s long weekends, with offers, polls and travel tips.
Feed posts
Six posts from the nine-post grid, 1080 × 1080.
Ad creatives
Story, feed and banner formats for paid social.
Concept project: a fictional brand created to show our brand-identity process. Names, prices and offers are illustrative.
What we delivered
Everything handed over at the end of the project.
Logo suite & colourways
Colour, type & illustration system
Travel documents
Merchandise
Website & app UI
Social media templates
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