Travel · rural tourism
2025
ZigZig Travel
ZigZig Travel connects travellers with rural areas: activities that create economic, social and cultural value for local communities, charging no commissions.
The project covered the whole brand: strategy (purpose, values, positioning and key audiences), visual identity (mark, logotype, colour and typography) and the application guidelines for digital, social and physical pieces. Documented in a 58-page brand book built in Figma — and deployed today on the live site and app.
ZigZig Travel
Connect to reconnect.
Travel · rural tourism
2025
The project covered the whole brand: strategy (purpose, values, positioning and key audiences), visual identity (mark, logotype, colour and typography) and the application guidelines for digital, social and physical pieces. Documented in a 58-page brand book built in Figma — and deployed today on the live site and app.
Challenge
The platform is real and running — web, iOS and Android apps and a growing network of rural providers across Spain — but it needed a brand to match. The brief was to build it whole: strategy, visual identity and graphic system, with its application guidelines, for a product that wants to be technological without ceasing to be human, and to talk about real villages without falling into the generic postcard.
The tension was clear from day one. ZigZig doesn't sell packages or lodging: it publishes activities designed by the people who live in and care for their territory — trails, craft workshops, tastings, caving, stargazing — and puts traveller and provider in direct contact, no middlemen, no commissions. The brand had to hold that promise in every piece: if the model is transparent, the identity can't sound corporate.
Nor was there a single audience. The urban traveller needs inspiration and the confidence to book something that isn't on the usual circuits; the rural provider — small projects with a name and a face — needs visibility without a costume; and the institutions backing the territory need a serious counterpart. Three audiences, one voice.
[ ZIGZIG BRAND BOOK · 2025 ]
Connect to reconnect.
TRAVEL · RURAL TOURISM · 2025
Strategy
We don't want to fill villages with tourists. We want to fill them with life.
The strategy starts from a simple purpose: enjoying the village — even if just for a weekend — and discovering there are still places that move at another pace. The mission: connecting travellers with the rural world through authentic experiences that create real value in the communities. The vision: tourism that doesn't extract but adds — where what is spent in the village stays in the village.
Everything condenses into the manifesto «Connect to reconnect»: connecting people with territories to reconnect with the essential — the slow pace, the crafts, the people who keep villages alive. On top of it sit five keywords — authenticity, sustainability, community, closeness and connection — and one hard promise: no commissions, the money from every booking stays with the people who earn it.
The personality was written down before anything was drawn: a close, cheerful, honest brand — mud on its boots and calm in its head. Positioning, through contrasts: more local than mass-market, more human than technological, more surprising than typical. For the traveller, inspiration and trust; for the rural partner, visibility and support; for both, a bridge between worlds.
Positioning — drag a diamond: it springs back to its place
[ PHOTOGRAPHY ]
Photography
ZigZig's photographs are the reflection of its soul: authentic, human and warm.
The goal isn't just to show places, but to convey the feeling of being there — the traveller should feel they can breathe that air, hear that silence, or share that table.
That's why we prioritise documentary, naturalistic photography — with lively framing, soft colours and no artifice.
Avoid
- Posed or unnatural images
- Generic stock with no human connection
- Cold colours, extreme filters or harsh light
- Scenes that don't convey anything
Identity
The mark is built from an organic form that symbolises a path in motion: the central curve evokes routes, trails and watercourses, and its geometric proportions guarantee balance and legibility at any size. It isn't a letter: it's a journey — the zigzag of someone who doesn't walk in a straight line because they're in no hurry.
That spontaneity is disciplined: the symbol is resolved on a modular grid that fixes radii, angles and terminals, so the organic gesture reproduces identically from favicon to façade banner. The logotype follows with warm, rounded forms that live alongside the symbol without competing with it.
The colour system is born from real rural Spain: the tones were pigmented from photographs of villages like Albarracín, Cudillero or Haro, and organised into an own concept — seasons and sensations: a blue of skies after the rain, an olive green of groves, a harvest ochre and a stone grey of walls and chimneys. Every combination was contrast-checked to work on cream backgrounds and on the dark olive alike.
The same rigour carries over to the full logotype: the «ZigZig» wordmark is resolved on its own modular grid, with clear space and legibility tests at different sizes, until the lockup reads just as crisp on a favicon as on a building banner. The overwhite and dark versions are documented so the system never depends on memory or improvisation.
The colour system was carried with the same discipline: every ramp — spring, summer, autumn, winter — was documented tone by tone, with its HEX value and WCAG AA contrast ratio, so the team never has to guess which combination is accessible on a light or dark background — they just look it up.
It builds as you scroll — grid, wordmark and the resolved lockup
Overwhite version
Legibility test
The full lockup and the isotype alone, from the largest application down to the smallest — both keep reading clearly.
The wordmark is bespoke lettering, not a system typeface — rebuilt here as real vector, extracted letter by letter from the Figma file.
Seasons and sensations
Spring
Rebirth and openness — clean skies after the rain.
Seasonal color system — hover, tab through, or click a season to see its full ramp.
* Contrast ratios computed from the same per-tier scale as the other three ramps — the Figma file didn't render the numbers for this one.
AA ≥ 4.5:1 · AAA ≥ 7:1 — tone's ratio against its assigned text (dark #2E311E through step 300, white from step 400 on).
System
Three families share the voice: Bricolage Grotesque for headlines — expressive, with character —, Albert Sans for copy — neutral, legible, no noise — and Spline Sans Mono as support for labels, data and navigation. Chosen to reflect the essence of the rural world in a contemporary language and to guarantee legibility on screens, from campaign headline to activity price.
The layout repeats the symbol's logic: a modular grid that orders the information, and organic curves that cross and soften it. On top of it live an own icon language for navigation and line illustrations inspired by the rhythms of the countryside — furrows, trails, rows of vines.
The photography direction is documentary and naturalistic: real people, real light, no filtered stock. And the textures — recycled paper, clay, cloth — add a “controlled grunge” that brings warmth without losing professionalism. It's the layer that keeps the platform from smelling like software.
The icon language draws on Phosphor Icons: geometric shapes, gently rounded corners and clean lines that read the same in a search filter as in a booking button. It isn't decoration — it's the part of the system that guides the user without spending a single extra word.
Bricolage Grotesque
Escape to the rural world
Expressive, with character — opens the home and campaigns.
Applications
The identity was tested where it will live: the app's interface and components — activity cards, filters, provider profiles —, social media with chromatic contrasts and a close tone, logo cohabitation rules with partners and institutions, and physical pieces. The same brand, from the feed to the village.
The brand book fixes the limits as clearly as the freedoms: correct and incorrect uses of the mark, minimum sizes, clear space, versions for photographic backgrounds and the accessible colour combinations. It is written for a small team that publishes every week: less doctrine, more recipes.
Outcome
An invitation: go slower, discover what was never far away, come back and reconnect.
The outcome is a 58-page brand book that leaves the identity ready to live in product, social media and territory: mark construction and usage, an accessible seasonal palette for light and dark backgrounds, a complete type system and brand application guidelines.
And the brand didn't stay in the PDF: it's in production. At zigzigtravel.com the identity works daily — Bricolage Grotesque opens the home with «Escápate al mundo rural y conecta con lo que de verdad importa», Albert Sans carries the body copy, Spline Sans Mono labels sections and data, and the seasonal palette orders olive, ochre and cream over documentary photography of the territory.
The system holds up under a real product: a search across hundreds of activities by category — adventure, nature, gastronomy, crafts —, a wizard that recommends plans by area, activity type, group and budget, provider profiles with a name and a face, and the app on iOS and Android. The tone survived launch too: “activities you live, not buy”, “what is spent in the village stays in the village”. The brand says what the manifesto said — now with real bookings.
The same symbol changes role depending on context: on every provider's profile it's a recognition seal next to the “Beca ZigZig · Saber más” note, and on the homepage it fronts the “Are you a provider? Discover the ZigZig Grants” banner — the real channel ZigZig uses to recruit and support new rural providers.
The logo tells a path, not just a name: every time we see it applied — on the site, on a card, on a post — it feels like there is finally a brand that talks about villages the way we do: no posturing, with real affection.
The ZigZig Travel team
Brand identity · 2025
Words from ZigZig's own team, attributed by role and awaiting the client's final quote — not a figure, not a third-party testimonial.