Les Voyages Léonard
A family-owned company founded in 1946, Les Voyages Léonard has built its reputation around its iconic coach and group trips, becoming over time a symbol of reliability and conviviality. Today, as part of the SLG group, the company has continued to evolve, diversifying its trades and developing its activities to cover a wide range of travel and transport activities. This is reflected in strong names and identities, reflecting both the company's legacy and its ambition to continue growing.
Challenge
Despite its rich history and recognised expertise, Voyages Léonard remained strongly associated with coach trips, limiting the perception of the real diversity of its activities. This reductive vision also blurred understanding of the offer, while enclosing tour operator activity in an image preventing emerging with new products. To this added an aging identity, little in line with market developments and traveller expectations.
Solution
This modernisation translates into a modernised and clarified identity. The Léonard Travels becomes the identity of the group. The addition of the article "Les" in the name gives a new status to the brand allowing it to value all its trades and to provide a clear framework for its activities. In parallel, the tour operator becomes Leo escape, a modern and complicit brand, designed to broaden the target, while reflecting the evolution of the offer, both destinations and means of transport. Through its redefined position "Creator of shared escapes", the company also remains faithful to its legacy of group travel while offering a new expanded mission.
A brand ready to take off
The logo accompanies this evolution. Historical pyramids become stylized birds, a graphic choice that evokes freedom, escape and collective momentum. This new icon, light and lively, modernises the brand while remaining faithful to its roots.
The tour operator of the future
In this dynamic, tour operator activity adopts a new name. Léo évasion embodies a warm and shared way of travelling, where discoveries, emotions and conviviality are central. It is a brand designed to seduce a clientele with new expectations by designing accessible, reliable and profoundly humane escapes.
A living and complicit identity
The visual identity of Léo évasion rests on a fluid and warm graphic system, inspired by the lines and curves of the birds of the logo. The gentle yet energetic palette and the affirmed typography create a modern and emotional universe. The bright and colourful illustrations and photos value the joy of the moment and human relations.
Léo évasion structures its offering around four collections designed to make it easier to understand and to guide travellers according to their preferred type of adventure: Léo découvertes to broaden horizons, Léo détente to take a break, Léo vitalité to live life to the full and Léo émotions to share moving experiences.
Escapes for every desire
