Experience! Serbia

Contrasts and opposites. Tradition. Temperament. Kindness. Inexhaustible natural beauty.

WHAT WE DID
naming
copywriting
brand identity
print
communication strategy

Inspiration, freedom, passion, dynamism and spontaneity are the key words that define the new brand of Serbia as a tourist destination. The primary goal of the Tourist Organisation of Serbia has been for the tourist brand to be authentic and relevant in the context of Serbia as a destination and its citizens as hospitable hosts.

We created an identity that involves contrast/duality. On the one hand, something personal, spontaneous and dynamic, while on the other, emphasising stability, reliability and tradition of Serbia as a tourist destination. Therefore, we opted for the combination of a handwritten caption which indicates something personal and intimate, and the letters which suggest stability, strength, reliability, confidence and tradition.

The added value of the entire project has been the creation of the dedicated font “Serbia” to be used for tourist promotion of the country.