First Choice
RT Rondelle and Pastiche Grotesque in use for the new identity of First Choice, a British travel agency, designed by Ragged Edge. Titles and headlines are set in a customised version of Pastiche Grotesque while RT Rondelle provides the necessary sturdiness for all texts, information and navigation throughout the identity.
First Choice has been a British holiday agency for 30 years. Ragged Edge redefined the brand for a new generation and repositioned it to stand out amongst other services. The new identity encourages travellers to get picky. The design system is built around a set of icons that represent the ability to curate the perfect combination of experiences. They come together in a distinctive logo, functional signposting and expressive storytelling. The art direction is always warm, imperfect, and a little aspirational too with words working harmoniously alongside the photography.
