The Dragon Trip Brand Identity and Website Redesign

I had the opportunity to redesign The Dragon Trip's brand identity and website, reflecting their evolution as a leader in budget adventure travel across Asia. We wanted to create a fresh, bold identity that balances the brand’s adventurous spirit with a clean, intuitive digital experience. The new design includes a contemporary logo that, updated typeface, and vibrant visuals that appeal to young travellers and families alike. The website was built with user experience and lead generation in mind, showcasing engaging content that inspires exploration.

The refreshed logo captures The Dragon Trip’s bold, culturally immersive approach to travel. The symbol takes inspiration from the fluid path of a dragon, a nod to movement, curiosity and storytelling, while the custom wordmark keeps things clean and contemporary. Designed to feel fresh yet grounded, the identity speaks to a new generation of travellers and works seamlessly across digital, print and branded materials. It’s flexible, distinctive, and rooted in the spirit of discovery that defines the brand.

The dragon tail extends beyond the logo itself, becoming a dynamic graphic element used throughout the brand. In photography, it arcs around travellers, often encircling people like an aura, subtly placing people at the centre of the story. This visual device adds energy and direction while reinforcing the brand’s core focus: immersive, human-led experiences that leave a mark.

The website brings the brand to life in a practical, user-focused way. It’s been modernised to offer a seamless booking experience while showcasing the full depth of The Dragon Trip’s itineraries and travel styles. Rich in detail and easy to navigate, the site supports curious users as they explore trip options, compare experiences, and dive into everything from day-by-day breakdowns to key adventure features, all designed to inform, inspire and convert.

Big, bold typography is layered over destinations imagery to create a strong visual rhythm throughout the brand. Each short phrase is active and direct with just a few words that spark curiosity, speak to the reader and echo the adventurous spirit of The Dragon Trip. It’s a simple but powerful way to connect quickly with the audience.