CENTER PARCS EUROPE • REBRAND
Rewilding a legacy brand through emotion & place
Pan-European Brand Strategy & Identity for Center Parcs
IDEA
Reframe the brand around a central truth: Human Nature — the innate need to connect with others, and with the natural world.
This idea became the foundation for a full brand ecosystem, shaping tone, design, experience, and behaviour — from digital platforms to physical environments across all 29 parks.
INSIGHT
With 29 parks across the Netherlands, France, Germany, and Belgium, Center Parcs has long been known for pioneering family-focused nature travel. But in a saturated market and shifting cultural climate, the brand risked feeling dated. As travellers sought slower, more sustainable, emotionally resonant escapes, Center Parcs needed to reconnect with its original purpose — and build a brand future that felt both meaningful and modern.
Summary
SCOPE & DELIVERABLES
Brand Strategy — Positioning, purpose, narrative platform
Verbal Identity — Manifesto, messaging tone, comms frameworks
Visual Identity — Brand marque, colour system, typography
Experience Expression — Location badges, iconography, signage, illustration
Photography & Content System — Defining tone, structure, emotional tiers
OUTCOME
The rebrand launched to overwhelming response — driving a traffic spike that briefly crashed the Center Parcs Europe website.
"Human Nature" now underpins all future brand behaviour — a unifying story across digital, environmental, and emotional touchpoints.
The new identity has been rolled out across 29 parks and widely featured in both creative and mainstream media.
CLIENT
Center Parcs Europe
Role: Strategy & Narrative Lead