QVI – From Products to Memories — A Brand Reimagined
5. Design Kancils [5.1 Brand Identity Design]
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Links:
https://www.myqvi.com
Product/Service:
Travel Membership / Accommodations Provider
Client:
Q Lifestyle Limited
Brief:
Travel is constantly changing. QVI’s visual identity needed the freedom to change with it. The brand was familiar, but its existing design language had limited room to express the variety of experiences it offers across destinations, campaigns and touchpoints. Our challenge was to create something more vibrant, flexible and human without losing what made QVI recognisable. Guided by “Explore Your World”, we set out to build an identity that could tell many travel stories while still feeling unmistakably QVI.
Solution:
We found the answer in three familiar letters. Rather than replacing QVI’s identity, we unlocked what its logo could do: the ‘q’ becomes a modular pattern, the ‘v’ a gesture of movement and direction, and the ‘i’ transforms into VIQ, a playful character with personality. A vibrant colour palette and destination-inspired icons extend the system across campaigns, home resorts, digital platforms and merchandise. Now “Explore Your World” is expressed not only in words, but in a visual language that can move, adapt and tell different travel stories while remaining unmistakably QVI.
