We developed the brand from the inside out, beginning with the line “Unscripted Luxury, Curated Escapes.” This became the foundation for the identity. “Unscripted Luxury” reframes the category, shifting it away from rigid expectations towards a softer, more intuitive expression. “Curated Escapes” grounds this in expertise, reinforcing the role of the brand in shaping considered, individual journeys.
This thinking informed a flexible identity system designed to adapt to each client and experience. Drawing on references such as vintage travel ephemera, painterly illustration and handwritten notes, we created a visual language that feels personal, editorial and quietly distinctive.
Photography was approached as a curated scrapbook, combining imagery from hotel partners with carefully selected stock. Rather than imposing a single visual style, images are organised into layered compositions that feel collected over time, allowing different tones and perspectives to sit naturally together while maintaining a cohesive aesthetic.
The palette combines sun-bleached natural tones with unexpected accents, while typography balances character with clarity. All elements were structured as modular components and implemented within Canva, giving the Papillon team full ownership of the brand and enabling them to create bespoke content while maintaining consistency.
