Lebene Travel – a luxury African travel and safari consultancy for high-income travelers in the U.S.
Logo design, visual identity system, LT monogram, color palette, typography, imagery direction, and a two-page mini brand sheet.
Lebene Travel needed a premium, editorial brand identity that felt warm, soulful and quietly luxurious—far from cliché safari clipart. The goal was to create a minimalist baobab logo and wordmark that could live comfortably across a luxury travel website, social media, email newsletters and bespoke travel itineraries.
Logo & Monogram
I designed a refined circular logo mark featuring a minimalist baobab tree and soft horizon lines, symbolizing rooted wisdom, place and curated journeys. The custom wordmark and LT monogram extend the logo system, giving the brand flexible assets for social avatars, watermarks and small-scale applications.
Color & Typography
The visual identity is built around a warm, earthy palette—terracotta, deep umber, soft sand, muted gold and a deep green accent. Paired with an editorial serif for headlines and a minimal sans-serif for body copy, the typography reinforces the “quiet luxury” positioning while staying highly legible across digital and print touchpoints.
Imagery focuses on destination and journey rather than fashion-style portraits: golden-hour landscapes, boutique lodges, Cape Winelands, natural textures (sand, clay, wood, linen) and candid travel moments. This photography direction anchors the brand in Africa while keeping the overall mood intimate, considered and upscale.
Imagery & Brand Mood
Mini Brand Sheet
To support consistency as the brand grows, I created a concise mini brand sheet that documents the logo system, color palette, typography and imagery guidelines. This gives Lebene Travel a clear foundation for future applications—from website design to print collateral and marketing assets.
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