Rebranding one of South Australia’s most loved tourism destinations.
Strategy
Branding
Merch
Collateral
The Fleurieu Peninsula has never been short on reasons to visit. Coastlines, world class wine, acclaimed dining, national parks, coastal towns and unforgettable operators all exist within one remarkable region. The challenge wasn’t creating something new. It was creating a clearer way to experience it.
Working alongside Fleurieu Peninsula Tourism, four local councils and operators across the region, Studio Untitled led an extensive brand strategy process including stakeholder interviews, in region consultation and a member wide survey. The result was The Fleurieu. Come Undone. A destination brand built around curiosity, connection and the belief that the best experiences are often the ones you don’t plan.
From strategy and positioning to visual identity, photography direction, tone of voice and rollout, the new brand gives the Fleurieu a flexible system that unites the region while allowing every town, operator and experience to retain its own identity.
Building a destination brand that brings an entire region together, without losing what makes each place worth exploring.
The brand was shaped through one on one stakeholder consultation and a member wide survey, ensuring it reflected the people who know the Fleurieu best while creating alignment across tourism operators, councils and industry.
Rather than competing stories, the new brand gives the Fleurieu one clear narrative that connects coast, wine, food, landscapes and local experiences under a shared identity while celebrating the individuality of each destination.
The strategy was informed by how people actually explore the region. Less about ticking off attractions and more about following curiosity, discovering hidden gems and allowing time to wander beyond the obvious.
Beyond the logo, the project delivered a complete destination toolkit including brand strategy, identity, colour palette, photography direction, tone of voice, typography and flexible applications that work across tourism marketing segments, council areas and local operators.
The Fleurieu. Come Undone. provides a clear foundation for future tourism marketing, giving the region a memorable brand that can grow with new experiences, campaigns and partnerships while remaining recognisably Fleurieu.
