Yellow Zebra

Project info / Insight:
Yellow Zebra is an award-winning luxury safari company creating tailor-made African holidays. Their trips are planned by experts with first-hand safari knowledge, giving clients the right advice, care and support from the first enquiry through to the journey itself.

The brand already had strong recognition, but there was an opportunity to make it feel more distinctive, confident and unmistakably Yellow Zebra across every touchpoint.

Challenge / Idea:
The challenge was not to rebrand. It was to refine what already existed and show how the brand could feel more premium and ownable without a ripping it apart.

After looking at the current visual language, it was clear that some parts felt a little too safe and not distinctive enough. The idea was to bring more character into the brand through typography, colour, pattern, art direction, social media and website, while keeping the spirit of Yellow Zebra intact.

The focus was on making the brand stand out from the herd - not by changing everything, but by changing keys parts of the identity it's distinctive look (Zebrafication).

Design / Results:
I started by analysing the existing brand system to find the weaker links and understand where the biggest improvements could be made.

One key update was introducing GT Alpina as the new headline typeface. It felt close enough to the existing Editorial New to keep the brand familiar, but it had more character and flexibility.

From there, I used close crops of individual letterforms to create a new pattern system. These shapes were paired with zebra-inspired strokes, adding a subtle visual cue back to the brand name without making it feel too obvious.

The result is a clearer and more flexible visual system that works across print, social, outdoor and digital. It keeps what people already recognise about Yellow Zebra, but makes the brand feel sharper, richer and more consistent.