Some refreshing and colourful branding for LUX* Island Resorts by London studio & Smith. The identity reflects “a lively, spontaneous brand seeking to avoid the predictable patterns associated with luxury travel”. I love the thick, modern typography and tropical-feeling colour palette. How great is that launch invitation featuring a roll of tickets for various facets of the resort? And a great publication design for “50 Reasons To Go” with thready ribbons. Oh and believe me, if I ever get to a LUX* 5-star resort, I will be grabbing every single one of those beautiful room toiletries. Yep, I want to head to the tropics right this second…

(photographs via & smith, spotted on designworklife)