Primum Travel – Brand Identity & UI Concept

About the project:

Primum Travel is a refined travel brand focused on premium nature experiences, private getaways, and conscious exploration. Our mission was to create a brand identity that reflects sophistication, serenity, and trust — all while being visually adaptable across digital and print touchpoints.

Problem:

The travel industry is saturated with cliché, generic visuals. Primum needed a brand that would stand out to its high-end, experience-focused clientele while communicating calm, exclusivity, and environmental harmony.

Solution:

We designed a custom symbol that draws inspiration from nature’s organic forms — evoking a stylized flower or compass rose — paired with a modern serif wordmark to convey premium elegance. The color palette merges deep greens with neutral tones, grounding the brand in natural luxury.

To support the identity, we extended the system into digital UI mockups, travel cards, merchandise, and marketing materials — ensuring cohesive visual storytelling across every user touchpoint.

—

I hope you enjoy it!

Feel free to give feedback and comment.

Don’t forget to press the “L” button to show some love.