LAIDBACK LUXURY ESCAPES

Luxury Travel Planning Made Personal

STRATEGY, BRANDING, MESSAGING.

Two blue beach chairs on sandy shore facing the ocean with a clear blue sky overhead.
Stylized text that reads 'LadBack' in cursive font on a black background.
Stylized text that reads 'LadBack' in cursive font on a black background.

Laidback Luxury Escapes is a travel planning brand for people who want beauty, ease, and taste without the pressure to perform luxury.The brand needed to feel elevated but not stiff, personal but still polished. A travel experience that feels curated, warm, and easy to trust from the first click.

Overview

Business cards with 'Laidback' branding placed on rocks at a beach with boats in the water and rocky hills in the background.
Close-up of printed photographs stacked together, featuring a woman lying on the ground, a rocky coastline with ocean waves, and a scenic cityscape.
Black background with white text that reads "Laidback Luxury Escapes, Los Angeles - CA" and a white pill-shaped graphic with a black cursive letter "Z" in the center.
View of a marina with sailboats on the water, framed by dark leaves of trees in the foreground, overlooking mountains in the background during daytime.

The core idea was relaxed escape. Luxury does not have to feel cold, complicated, or performative. It can feel personal, sun-warmed, intentional, and effortless. Laidback Luxury Escapes was built around the feeling of being taken care of before the trip even begins.

CORE IDEA

Collage of four travel destination posters featuring Greece, Morocco, Mexico, and Spain, each with iconic landmarks or scenery and prices listed.
Collage of four travel destination posters featuring Greece, Morocco, Mexico, and Spain, each with iconic landmarks or scenery and prices listed.

CURATED JOURNEYS. EFFORTLRESSLY EXTRAORDINARY.

The identity uses sun-washed imagery, warm destination cues, clean typography, soft editorial layouts, and generous spacing. Everything was designed to feel calm, aspirational, and easy to move through. The result is a travel brand that feels premium without losing its warmth.

IDENTITY

A person is relaxing by the ocean, with the view of the sea and a clear sky in the background. The individual appears to be enjoying the moment, possibly lying down or reclining.
A person is relaxing by the ocean, with the view of the sea and a clear sky in the background. The individual appears to be enjoying the moment, possibly lying down or reclining.
Photograph of the Arc de Triomphe in Paris, France, with a partly cloudy sky in the background.
Photograph of the Arc de Triomphe in Paris, France, with a partly cloudy sky in the background.

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