Vitalité – Eurostar’s New Wellbeing Brand Identity
As the Design Team Manager at Eurostar, I was responsible for designing a bold and unifying brand identity that reshaped how wellbeing is perceived across the Eurostar Group.
Following the merger (2023) of two companies, Eurostar needed a fresh, cohesive wellbeing identity to replace its former initiatives—Joie de Vivre and Swing. The brief was to create an identity that would unify and energise employees across regions while highlighting support for mental and physical wellbeing.
I led the creative strategy to develop the visual identity that would feel modern, human, and vibrant. The challenge was to craft something distinctive that stood apart from Eurostar’s core identity, yet still felt connected and accessible to a wide employee audience.
I presented three initial concepts to stakeholders, refining the two strongest ideas further based on their feedback. Collaborating with an in-house illustration expert, we created a hand-in-heart icon symbolising care, connection, and holistic wellbeing. To break away from the corporate feel, I used rarely tapped colours from Eurostar’s brand palette—deliberately choosing expressive, energetic tones that are also accessibility-friendly. The result is a distinctive logo and identity system that feels both inclusive and uplifting.
The new Vitalité brand launched with enthusiastic feedback. Employees reported feeling more engaged with wellbeing initiatives, with a clearer understanding of the resources available. The refreshed visual identity helped unify internal communications and fostered a sense of community and care.
