The Mora

Unearthing a new way to holiday

Created a new brand that enabled TUI Group to enter a new upmarket segment
Developed an authentic brand story and name that reflects the evolving needs of luxury travellers
Introduced a brand expression that heroes individuality and captures the wonder of being free from rigid rules


Being part of a leading global tourism group, TUI Hotels & Resorts wanted to diversify its portfolio by introducing a hotel brand that would help it enter a new segment of the hotel market and serve more luxury consumers. Together we defined and executed the concept, complete with brand strategy, name, verbal and visual identity and art direction.

Luxury leisure hotels are predominantly designed for escapism from daily life. Transporting you to far-flung corners of the world...beyond horizons…a new world to discover… But holidays and guests aren't one-size-fits-all, and this isn’t only what new luxury travellers seek. Our audience doesn't want pure escapism or mindless indulgence. They want purpose and authentic connection – and to feel in control of how they stay. So we looked to create a brand and experience that viewed holidays as more than a change of scene, but a change of perspective. An energy source for life itself.

Brand idea

‘Follow your mood into the moment’ is our brand idea. It is an optimistic sentiment that reflects the audience’s desire to live in the present and focus on the moment. The brand strategy also includes three experience principles that guide every aspect of the brand, from environmental design to customer service style, across different locations. To ensure guests' experiences always feel authentically The Mora wherever they may be.


Inspired by our brand idea, we explored names that evoked this sense of being present and in the moment - landing on the name The Mora, which means 'to pause' in Latin. A name that positions the holiday experience as a chance to reset after what has come before and refocus on what lies ahead.

Brand Expression

The brand concept visualises our brand idea. The Mora provides an outline, which guests can fill out depending on their needs, wants, and desires. It heroes individuality and captures the wonder of being free from rigid rules.

The custom logo is an elegant, balanced and crafted wordmark that captures the ethos and principles of the brand. It is supported by a headline serif to evoke emotion and wonder and a secondary, more functional font which is minimal, sharp and confident.

The outlines are a core element of The Mora brand. Filled with objects that depict different aspects of the experience pillars, they can be used to tell stories of the guests’ experiences.

A vibrant and modern colour palette is inspired by different times of the day. Optimistic, warm and human, its bright accents help differentiate the brand from the competition.

The same time-of-day principle is applied to energetic and vibrant textures that can be used as an alternative to art direction and colours.

A system of icons is a functional extension of these outlines, used to help navigation across the hotels.

Sophisticated art direction includes stunning brand photography by Salva López, which effortlessly encapsulates The Mora’s distinctive laid-back, yet elevated, style.

"With the development of The Mora, DesignStudio had the talent to get into our heads and translate everything inside into a tangible, credible and powerfully emotional result, which everyone immediately fell in love with.

We wanted to differentiate ourselves from our existing brands and would never have reached this level without the support of DesignStudio, who continuously broadened our horizons."

Shanna Holthaus
Global Senior Brand Manager, TUI Group

Special thanks


TUI Group


Julien Queyrane

Chrys Naselos

Chloe Jensen

Lucy Aebischer

Esme Pryor

Sam Cornwall

Maddy Patterson

Julian Poidevin

Adam Witton

Kirsty Deacon

Hayden Shields

Connor Bannister

Christina Pavlou


Salva López


Luke Prowse

Mel Duarte

Jimmy Cunnane

David Padilla