- Name/Logo/Corporate Story
The Traveloom Project involved a client who wanted to start a business that offers consumers a unique travel experience; one where people can travel with a sense of independence and freedom akin to backpacking while enjoying the security provided by pre-packaged tours. Faced with a market where consumers are extremely risk-adverse, the challenge before Stuck was to create a brand that did not merely highlight the business’s specialized services, but to do so in a way that also expressed reliability and safety.
To create a brand that would combine and communicate the concepts of freedom, adventure, and safety, Stuck turned to the Greek myth of Theseus and the Minotaur. In this story, Theseus unravels a ball of yarn as he navigates his way through the Minotaur’s labyrinth.
After slaying the monster, Theseus is able to return home safely by following the trail of yarn back out of the maze.
Stuck focused in on the simple but important role of the ball of yarn as an apt representation of the client’s unique travel products and services. In turning a classical literary reference into a brand concept for a contemporary travel business, Stuck was able to create a rich brand story for its client.
The inspiration of a ball of yarn led Stuck to the concept of a loom - the machine that weaves thread together. By combining the function of a loom with the experience of travel to create the name “Traveloom,” Stuck found a name that poignantly captures the vision of a travel business that allows individuals to “weave their way around the world” in a free and secure manner.
Visually, Stuck applied the notion of yarn to its design of the logo and created a logo that not only
matches the underlying brand story, but also is truly unique and captivating. The Traveloom brand also opens itself to larger cultural significance: for example, Traveloom serves as a name for the client’s business and it can also be used as a verb to describe the very experience of the specialized type of travel offered by the company. In other words, people can simply travel; or they can traveloom.
Stuck’s work on Traveloom is an example of how using stories and unexpected cultural references
can give a brand specificity and layered meaning. In an industry that is ripe for innovation, Stuck knows that the rich brand framework it created will help its client’s travel business go far.