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wild lab / Brands that should exist · Vol. 01

Postcard unknownwild lab · Brands that should exist

Brand identity for an invented travel brand

Book the story. Find the place later.

Packed, ready and no idea where you're going: to open our series Brands that should exist, we invented a travel brand that sells exactly that. Name, logo, product, packaging, website and launch all grew from one idea, and we made every image with AI.

  • Naming & branding
  • Product & packaging design
  • AI imagery

Invented brand, made with AI. Concept, branding and art direction by wild & co.

Postcard unknown slide 7: “The Travel Token”: anodised cobalt luggage tag with a lime strap on a black travel bag
Destinationunknown

The brand · Postcard unknown

Travel by curiosity.

Postcard unknown is an invented travel brand: you book a short trip by a clue instead of a destination. A cobalt travel token on your bag shows a piece of the route, and every new clue adds a line.

Logo of the invented brand Postcard unknown

DeparturesColourHexStatus

  1. Departure Blue#233DDABoarding
  2. Off-White#F7F4ECOn time
  3. Clue Lime#DDF467On time
  4. Reveal Coral#FF674EFinal call
  5. Ink#172026On time

The clue system · every clue adds a line

A trip you book by a clue

This is not a blind flight. Before you book, you see every practical detail: travel window, budget, length, travel style and what's excluded. Only the story stays hidden, meaning the place, the stay and the people you'll meet. It reaches you piece by piece, clue by clue.

Clue 01 / 04 · The pullBefore booking: the token, a first fragment of the route and every practical fact you need.

  1. Postcard unknown slide 11: “The unboxing is the first clue”: cobalt box with lime insert, token and clue card

The route · the other slides

The trip as a carousel

This is how the brand ran on Instagram, slide by slide like stops on a trip. You have seen some of them above; here you ride through the other 6 in Postcard unknown’s own colours, slide 6 as a short film. Swipe or move on with the arrows.

Stop 01 / 06
  1. Postcard unknown slide 4: “Meet the brand”: wordmark, dashed route, coral dot and “Travel by curiosity”
  2. Postcard unknown slide 5: “A well-curated unknown”: what you know before booking and what stays open until the trip
  3. post 06 / 15 · animationThe route reveals itself, stage by stage.
  4. Postcard unknown slide 9: “For the curious. Not the reckless.”: the audience, from couples and culture lovers to small-place people
  5. Postcard unknown slide 10: “Mostly blue. A little lime.”: colour palette, rules for the imagery and the type direction
  6. Postcard unknown slide 13: “Somewhere. Soon.”: launch campaign with posters, clue drops, a station pop-up and a launch film

How we built it · from idea to brand world

From one clue to a whole brand world

It started with one sentence: travel, but led by curiosity. That became a name, a product you can hold and a system that reveals the route in stages. Only then came colours, type, box, website and campaign. Business first, beauty right after.

Brands that should exist: in this series we invent brands and business ideas that don’t exist yet but really should, and give every episode a whole brand world with name, logo, corporate design, packaging, website, social and launch campaign. We think like founders and designers at the same time. First up is a travel brand where you book the story first and find out the destination later. Business first, beauty right after, or both at once.

  1. Idea and nameA travel brand that sells curiosity instead of destinations, with a name that sounds like a postcard from somewhere.
  2. StrategyEvery practical detail open, only the story hidden, made for the curious, couples, culture lovers and small-place people.
  3. ProductThe Travel Token, an anodised cobalt luggage tag on which translucent clue cards complete the route.
  4. IdentityA tall, narrow wordmark, plenty of blue, a little lime and a single coral dot for the destination nobody knows yet.
  5. ApplicationsBox, a website that books in three steps, posters, clue drops on social media and a pop-up at the station.
Postcard unknown moodboard with wordmark, colour palette, travel token, route symbol and the three stages of the route
moodboard · the whole brand world on one page
Postcard unknown slide 12: “Choose a clue, not a country”: website concept where you book a trip in three steps

Website · choose a clue, not a country

Booking without knowing where

The website gets you to a trip in three steps: pick your travel window, pick your curiosity, receive the hint. Around it sit posters that only show a fragment of the route, weekly clue drops on social media and a station pop-up where the first tokens are handed out.

  1. pick your travel window
  2. pick your curiosity
  3. receive the hint

Luggage label · Vol. 01

Brand
Postcard unknown, fictional
Series
Brands that should exist, Vol. 01
Carousel
15 slides, one of them animated
Imagery
Made with AI, art-directed by wild & co.

What this means for your idea

A good business idea needs a face early on: for the pitch, the first landing page or the talk with partners. We build the name, logo, product imagery, packaging and launch so people get the idea at once and want to book it. With AI we can show it before the first sample exists.

AI imagery & AI video for your brand Guide: AI images for business

Wish you were here

Your idea, postmarked.

Got an idea that doesn't exist yet but really should? Send it over. We'll give it a name, a face and a route all the way to launch.

Send your idea