A DESIGN FOR TOURISM CHALLENGE
A joint venture by Fáilte Ireland and Bord Iascaigh Mhara, Taste The Atlantic is a seafood trail you can take, and taste. The trail is a central part of their overall tourism branding strategy for the Wild Atlantic Way.
Two of the six sections of the seafood trail have been opened. The first is the Bay Coast which stretches south from Co. Mayo to Connemara and on to Galway Bay. The second is the Surf Coast which stretches from Donegal Town to Erris in Co. Mayo. Both sections pass through some of Ireland’s most breathtaking seascapes and landmarks.
Restaurants on the trail source their seafood from renowned producers local to the area, allowing visitors to truly experience freshly caught and farmed quality Irish seafood from tide to table.
A contemporary brand identity was required to represent the trail, whilst also reflecting the physical nature of the Wild Atlantic Way. It not only needed a logo design for tourism communications, but a wider brand identity including a tagline, motif and visual tone of voice that could bring the trail and destination to life.
An identity was needed, that would make as bold an impact whether it was applied across tourism brochure designs, digital communications or other marketing materials for tourism promotion of the West of Ireland.
A DESTINATION BRANDING STRATEGY SOLUTION
The result of our collaborative development created a destination branding strategy and the powerful visual identity above.
With the design of a brand identity for any sector, particularly with a design for tourism, every style choice is critical in bringing that destination to life visually.
We used an elegant, minimal sans-serif typeface and natural colours to give the brand identity a classic yet contemporary, New England-style look and feel – with just a strip of texture emphasising the word Atlantic, reflecting the rugged nature of the Wild Atlantic Way.
We worked with an Illustrator to produce a map of the Seafood Trail that highlighted the Restaurants and Producers – making the Trail both colourful and engaging for a user.
In addition to digital marketing, print marketing for tourism destinations remains a powerful way of communicating with target audiences… guides, postcards and posters are still central to any strategy.
Choosing a library of photography that was visually appealing and representative of the overall brand was paramount in the development of a visual tone of voice and a brand identity that could be applied to the various printed materials.
The iconic Trail Guide brought together this identity in a captivating physical brochure for visitors. From the logo and tagline, to the tone and visual stories, to the fold out version of the illustrative Trail map – this piece embodies what can be achieved when great design and strategic thinking come together.