Bunnik Tours, Australia’s pioneering small-group travel company, has unveiled a dynamic new brand identity as it approaches its 30th anniversary. This strategic refresh not only honours the company’s rich legacy but also sets the stage for a new era of growth, innovation, and deeper traveller engagement.
Founded in 1994 as Marion Bunnik Travel, the family-run company has cemented its reputation as a leader in curated, small-group experiences. As it marks three decades of transformative travel, Bunnik Tours is embracing a contemporary vision while staying true to its core values.
‘It’s Who You Go With’ – A Brand Built on Connection
A powerful new positioning statement is at the heart of the rebrand: ‘It’s Who You Go With.’ This ethos underscores Bunnik Tours’ belief that travel is as much about the people you journey with as it is about the destinations you explore. Whether it’s expert tour leaders, passionate local guides, or like-minded travellers, Bunnik Tours continues to foster meaningful connections through unforgettable experiences.
Joint CEO Dennis Bunnik emphasized the significance of the refresh, noting that it aligns with the company’s core philosophy while appealing to a new generation of travellers.
“This isn’t just a business to us – it’s our name, our passion, and our legacy. Travel is deeply personal, and we’ve always believed that it’s the people you journey with who make an experience truly unforgettable. Our new brand reflects this commitment, ensuring every trip fosters authentic connections.”
A Striking New Look: Modern, Yet Rooted in Heritage
The brand refresh, developed in collaboration with creative agency Town Square, introduces a refined visual identity that blends modern aesthetics with Bunnik Tours’ warm, approachable personality.
- New Logo & Tagline: A refreshed logo lock-up now incorporates the tagline ‘Family-run since forever’, reinforcing the brand’s enduring legacy and family values.
- The ‘Bunnik Hug’ Visual Device: A distinctive new graphic element, the ‘Bunnik hug,’ symbolizes warmth, connection, and the company’s hands-on approach to curating unforgettable travel experiences.
- Authentic Imagery: The brand’s visual assets now feature photography exclusively taken by tour directors, customers, and the Bunnik team, ensuring a genuine representation of their travel experiences.
A Data-Driven Transformation
The rebrand results from extensive research and customer insights, with Town Square conducting a comprehensive survey of 500 past Bunnik Tours travellers. The findings shaped the new branding elements, ensuring they resonate with loyal customers and new audiences. The refreshed identity will roll out across print, digital, social media, and radio platforms.
Town Square Founder Danielle Moeller highlighted the unique essence of the Bunnik Tours experience:
“Bunnik Tours is not just another travel brand—it’s a family that genuinely cares about delivering extraordinary journeys. This new identity doesn’t just celebrate destinations; it amplifies the connections and stories that make travel truly meaningful.”
Looking Ahead: A Future Rooted in Legacy and Innovation
With this bold rebrand, Bunnik Tours is poised to strengthen its position as a leading name in small-group travel. By seamlessly blending its heritage with a forward-thinking vision, the company continues to redefine the travel experience—one authentic journey at a time.
For more information on Bunnik Tours’ new brand identity and upcoming tour offerings, visit www.bunniktours.com.au.
Written by: My Thanh Pham
