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Travel Agency Branding: Just Pack and Go with Mary's Chic Southern Brand Identity

Flat lay of a light pink suitcase with neatly packed travel items, featuring the “Just Pack and Go with Mary” primary logo overlaid in the center.

When Mary Hightower reached out to me for a complete branding makeover for her travel agency, Just Pack and Go with Mary, I knew right away this was going to be one of those dream projects. A retired elementary school teacher from Alabama, Mary wanted her new brand to feel comfortable, welcoming, and full of that classic Southern charm she’s known for, but with a polished, professional edge to attract new clients far beyond family and friends.


As a travel agent specializing in creating personalized, stress-free trips, Mary needed a brand identity that would instantly inspire wanderlust, build trust, and stand out in the competitive travel industry. The result? A chic, vintage-inspired travel brand with hand-drawn details, a refined color palette, and a timeless elegance that feels like boarding your favorite getaway flight.


The Travel Agency Branding Goals


From the start, Mary and I shared a clear vision: create a travel brand identity that blended her love for exploration with the sophistication of classic design. The goals were simple, but powerful:

  • Build brand recognition so clients instantly associate her name with curated, stress-free travel.

  • Highlight her Southern roots while keeping the design versatile enough for a global audience.

  • Use vintage elements like luggage, postage stamps, and stitching details to bring a sense of nostalgia.

Mockups of Mary’s travel brand on various items, including a white journal, vintage suitcase, and phone screen, set against a blue patterned background.

The Color Palette


The final travel branding color palette is fresh, inviting, and totally wanderlust-worthy:

  • Gulf Breeze – a crisp, ocean-inspired blue

  • Southern Sky – a soft, airy blue that instantly relaxes you

  • Porch Peach – a warm, friendly blush tone

  • Midnight Luggage – a rich navy for contrast and sophistication

  • Sweet Cream – a clean, versatile neutral


This combination creates the perfect balance between coastal freshness and timeless elegance — exactly what you’d want for a professional travel agency brand.


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The Logo Suite


Mary’s primary logo features a hand-drawn stack of vintage suitcases, each illustrated with different brushes and stroke sizes to create a textured, authentic feel. A stitched border subtly nods to both suitcase detailing and the perforations of an airline ticket. The result is a logo that feels both personal and professional.


The suite also includes:

  • Secondary logo – a horizontal version inspired by an airline ticket shape.

  • Logo mark – a suitcase monogram “M,” filled with the custom brand pattern.


    Collection of travel brand applications including a white coffee mug with the logo, a navy pen sleeve with the brand pattern, stickers of the brand icons, and a smartphone displaying the brand’s Instagram profile.

Custom Brand Icons

Instead of generic clipart, Mary’s brand includes custom, stamp-inspired travel icons — from airplanes and maps to cruise ships and globes. Each icon was designed in her brand colors, with a subtle vintage texture to tie back to her main logo. These can be used across social media, marketing materials, or even as decorative touches on itineraries.


The Brand Pattern

To move away from the typical “travel” patterns (think airplanes and passports), we created a hand-drawn Southern-inspired pattern that adds elegance and texture without overpowering her materials. It works beautifully on backgrounds, packaging, or printed collateral.


Social Media

Because a modern travel agency needs a strong online presence, Mary’s package also included:

  • Instagram post templates inspired by Polaroid frames and her custom icons.

  • Facebook banner & post templates featuring her brand pattern and luggage tag designs.

  • Custom profile pictures sized perfectly for Facebook, Instagram, and Gmail — ensuring her branding is consistent across every platform.


All are Canva-friendly, making it easy for her to swap in photos, update text, and keep her content cohesive.


Graphic layout featuring Mary’s logo mark and stamp-inspired icons of a cruise ship, car, map, and globe in her brand colors.

The Final Brand Vibe


Just Pack and Go with Mary now has a brand identity that:

  • Reflects her warm, approachable personality.

  • Feels polished and professional to attract new clients.

  • Creates consistency across print, digital, and social platforms.


Mary can now confidently share her business, knowing her visuals are working just as hard as she is to create trust, professionalism, and excitement around her services.


Owner of Britt Hanlon Designs, Britt Hanlon, smiling in floral dress and denim jacket

Are you ready to elevate your travel business with custom branding?


I’m Britt — a freelance designer helping small businesses build beautiful, thoughtful brands that reflect who they are. If you're dreaming of a fresh look for your business — whether you’re just opening your doors or rebranding after years in business, I’d love to chat. From custom logos to full-service brand identity design, I help small businesses build brands that reflect what makes them different (and totally unforgettable). Reach out to start your own branding project.

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