TUI - Time to smile

TUI - Time to smile Brand touch-up and Presence

Time to Smile by TUI undergoes a brand refresh with a refined logo, new icons, and flexible design—creating a cohesive, modern identity that enhances guest experiences.

Sharing Smiles: Elevate Your Vacation with Time to Smile by TUI

Time to Smile by TUI is a holiday concept designed for travelers who appreciate high-quality comfort, style, and modern design in their accommodations. Each property offers spacious apartments with premium beds, fully equipped kitchens, and elegant bathrooms to provide a relaxed yet elevated vacation experience.

Challenge

Time to Smile by TUI began as a unique holiday concept offering travelers high-quality comfort and modern design. Over time, its brand identity became outdated and inconsistent across guest touchpoints like receptions and printed materials. Our challenge was to refresh the brand cohesively while preserving its core appeal. We updated—not overhauled—the system to make it future-proof, introducing new design elements and digital features to infuse warmth and modernity. Now, Time to Smile is a dynamic, cohesive brand ready to provide memorable vacations worldwide.

Refreshing Time to Smile's Brand Identity

We aimed to refresh Time to Smile's brand while preserving its core appeal. We refined the logo with new lockups, optimizing proportions and spacing to balance elegance and approachability. This ensured seamless integration across all physical and digital touchpoints. To enhance the visual language, we introduced open-source icons that reflect simplicity, cleanliness, and a friendly feel, adding warmth and consistency to guest interactions. We also developed a flexible brand system based on a structured grid, using grid-based cutouts as masks for the logo and photography. This allowed creative variety while maintaining consistency across posters, flyers, billboards, signage, and digital assets. Through these updates, Time to Smile now has a cohesive, modern brand identity that's future-proofed and ready to provide guests with a warm, engaging experience across all platforms.

Results

The brand refresh has been implemented across multiple guest-facing elements at Time to Smile locations, from reception areas and room decor to beach signage and souvenirs. The updated look brings a unified, contemporary style that resonates with the high-quality living comfort Time to Smile is known for, reinforcing brand identity at every touchpoint throughout every guest experience.