Airtours
A UI redesign of airtours.se, and a gentle rebrand of the visual language that surrounds it — print ads, on-site promo, the whole travel-agency toolbox.
Airtours is a privately-owned Swedish charter-travel operator — the one with the airmail-striped logo tag. (As of 2022, it’s part of the Sunweb group.) I worked with them on two parallel tracks: redesigning airtours.se from the top down, and refreshing the visual language that sits on top of it — the discount stamps, the polaroid frames, the newspaper ads that make a booking feel like something you tore out of a holiday magazine.
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Rebuilding airtours.se from hero to footer
A full UI pass on the site — new homepage, new search, new category pages, new mobile views. The goal was to keep the warmth of the brand (the airmail stripes, the luggage tag, the slightly analogue feeling) while giving the interface the clarity and density a modern travel booking deserves.
Editorial blocks inside the destination grid
Category pages like “Hitta rätt resmål” used to be flat lists of destinations. The redesign breaks them up with editorial tiles — “Vita stränder med sol”, “Unikt, antikt & rustikt”, “Liv och rörelse” — so the grid reads more like a magazine spread than a spreadsheet of hotels.
Same brand, one thumb
Softening the edges of a twenty-year-old travel brand
Alongside the UI work, a lighter-touch rebrand: updating the recurring visual devices that Airtours uses everywhere — the discount stamp, the polaroid frames, the price-tag stickers, the full-spread newspaper ads. The logotype itself was left alone; this was about the supporting cast.
Old design vs. revised
The discount stamp got a rounder, slightly softer die-cut and a more tactile paper texture. The polaroid frame replaced the old “pinned photo” device — warmer, more scrapbook, easier to compose with. Small moves, but they set the tone for everything else.
Newspaper ads, before and after
Airtours runs a steady stream of print ads in Swedish dailies — small banners and the occasional full spread. I rebuilt the templates around the new photographic direction, the updated stamps and a more confident type hierarchy. Same airmail frame, same luggage tag, just less shouty.
