‘The Ardennes’ is a region of extensive forests, rough terrain, rolling hills and ridges primarily in Belgium and Luxembourg, extending into Germany and France.

Ardennes-étape is your trusted gateway to unforgettable holiday experiences in the Ardennes. Through their website they connect travelers with a handpicked selection of unique holiday homes while supporting local communities and preserving nature. Our goal was to enhance their existing brand identity, refine their offering and positioning, and create a cohesive system with a tone of voice that feels both approachable and aligned with their future ambitions.

The Ardennes-étape brandmark consists of five birds taking flight together, escaping city life in search of freedom and perspective — disconnecting to better reconnect with themselves, others and nature. Together, they form a fern, which symbolizes AE’s love and respect for nature, their attention to detail and commitment to preserve the environment. Our role, to simplify the existing mark and above all : add meaning.

Our baseline highlights one of the most important ‘checks’ of the perfect holiday getaway: getting away from it all whilst feeling right at home.

The horizon stands for the endless views the Ardennes have to offer. A graphic system as a way to spark recognition and create hierarchy in messaging. Inspired by the brand’s biggest asset : the Ardennes — gaze into infinity, find peace, reconnect.

When other brands might depict action-packed and fast-paced experiences we chose to embrace the slow. Ardennes-étape is all about slowing things down and finding peace of mind. Think : authenticity in both contents and grading, focussing on a single subject at the time rather than getting lost in details.

Lastly, a custom icon set that fits our identity: simple and bold. Inspired by linocut illustrations, bringing out the rough authenticity of the Ardennes.