GREAT KALUGA TRAIL
The Great Kaluga Trail is a 200 km scenic hiking, cycling, and water route on the Ugra River waving through Ugra National Park and art park Nikola-Lenivets
The Great Kaluga Trail is a 200 km scenic hiking, cycling, and water route on the Ugra River waving through Ugra National Park and art park Nikola-Lenivets
Goal
to develop brand positioning of the Trail, visual style, navigation system on the trail and create a website and merch
for the project in tight deadlines.
for the project in tight deadlines.
Solution
Modern, clear branding that helps to overcome the fear of active tourism,
Energetic communication that drives interest to visit.
Well-thought-out navigation to make a travel experience easy and fun for tourists with different levels of outdoor experience.
Energetic communication that drives interest to visit.
Well-thought-out navigation to make a travel experience easy and fun for tourists with different levels of outdoor experience.
It is generally believed that active tourism requires a lot of time and finances
for preparation and is not available to everyone.
for preparation and is not available to everyone.
Together with the Trail team, we have set ourselves a super task - to make active tourism in Russia more attractive and affordable.
According to open data, 87% of people prefer to spend their free time at outdoor recreation. A trip to the countryside for the weekend, fishing and hiking with friends, a walk in a park with your family, swimming on the saps on the city lake — everyone chooses affordable options.
Arriving at the Great Kaluga Trail, the visitor can freely choose the route, its length, method of movement, activity, assembling
his way like a constructor, to eventually fill vacation with bright emotions, reboot, and discover new things in a local region.
his way like a constructor, to eventually fill vacation with bright emotions, reboot, and discover new things in a local region.
The slogan "Follow your path" was chosen for the project as a reflection of this freedom of choice in an active formulation that includes the imperative mood of the word "follow". All insights about the Trail are packaged in a brand book that investors
and partners of the trail can use for the prosperity of the project.
and partners of the trail can use for the prosperity of the project.
Simple direction indicators were chosen for the navigation system, clear even
to a beginner, and the bright colours of the signs to stand out against the background
of nature
to a beginner, and the bright colours of the signs to stand out against the background
of nature
The merch design includes the coordinates of the trail, the sleeve elements are turning into pointers, and the bright color will work for brand awareness.
