Smile Safari

REBRANDING A MUSEUM OF HAPPINESS

Smile Safari is at the forefront of social media and smartphone tourism. They offer a captivating experience through their photo-op expeditions. Yet it can't all be 'sunshine and rainbows': As a growing company, they ran into several specific issues.

They had no clear visual system, leading to their growing base of employees to start freestyling with whatever was available.

Website
smilesafari.be
Animation
Nina Merz
TheSmileSafari_Branding-LexTurner01
TheSmileSafari_Branding-LexTurner02-1

Logo

The client was clear and adamant: the old logo stays. Sure, no problem. But being the cheeky designers we are, we did an 'optional redesign,’ and guess what: they loved it! 

The Safarians were fond of the mouth, smile, and eyes. However, the old logo didn't always work on different scales and formats. We kept those elements but cleverly incorporated them into the wordmark's typography. 

TheSmileSafari_Branding-LexTurner06-logo-1
TheSmileSafari_Branding-LexTurner04-colours
TheSmileSafari_Branding-LexTurner03-1

Colors and patterns

Smile Safari is a - or perhaps thé most - colorful place. So we needed color! A thoughtfully selected palette conveys the vibrancy of Smile Safari. We selected three fonts that work in unison to emphasize the spectacle that is Smile Safari. Oh, and patterns please!

TheSmileSafari_Branding-LexTurner05.2-pattern
TheSmileSafari_Branding-LexTurner05.3-pattern
TheSmileSafari_Branding-LexTurner05.1-pattern
TheSmileSafari_Branding-LexTurner07-totebag
TheSmileSafari_Branding-LexTurner05
TheSmileSafari_Branding-LexTurner05-clock

This case proves it: no matter how much cool stuff your brand owns, it’s time to build a smart system that conveys your worth to your audience. It’s time to smile!

TheSmileSafari_Branding-LexTurner05-Copy-4
TheSmileSafari_Branding-LexTurner-Smile1-1
TheSmileSafari_Branding-LexTurner-Smile2
TheSmileSafari_Branding-LexTurner-Smile3
TheSmileSafari_Branding-LexTurner05-Copy-6
TheSmileSafari_Branding-LexTurner-ID
TheSmileSafari_Branding-LexTurner05-open
TheSmileSafari_Branding-LexTurner05-youngatheart-Copy

Smile Saloon

We even created a subbrand for their own snackbar 'smile saloon'. 

TheSmileSafari_Branding-LexTurner-Flags-instagram-Copy-2-1
TheSmileSafari_Branding-LexTurner05-Logo-Smilesaloon
TheSmileSafari_Branding-LexTurner-Flags-smilesaloon2
TheSmileSafari_Branding-LexTurner-Flags-smilesaloon3
TheSmileSafari_Branding-LexTurner-Flags-smilesaloon-smiley
TheSmileSafari_Branding-LexTurner-Flags-smilesaloon-burger
TheSmileSafari_Branding-LexTurner-Flags-smilesaloon-Coffee

+32 (0)476 64 69 13
hello@lexandturner.com
Leopoldplein 40/1
3500 Hasselt, Belgium

Get the latest insights. Subscribe to our newsletter 

© lex&turner2022