• Transform magazine
  • April 16, 2024


TUI reveals new hotel line to encourage guests to live in the moment with ‘The Mora’

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Brand strategy agency DesignStudio sought to diversify TUI Hotels & Resorts’ portfolio with a luxury hotel line that focuses on being in the moment. TUI’s long-standing brand design partner was responsible for crafting the brand strategy, name, verbal and visual identity and art direction.

TUI Hotels & Resorts collaborated with brand agency DesignStudio to reveal a new hotel line, looking to show that luxury doesn’t have to be at the expense of being laid back. 

With the brand idea ‘Follow your mood into the moment’, The Mora was influenced by being present in time. The colour palette also aims to evoke different times of the day with its bright accents. 


Literally translating as ‘to pause’ in Latin, the name itself spotlights resetting. The logo features an elegant main serif and minimal secondary sans with the aim of projecting the brand’s elevated, yet laid back style. The icons further this sentiment, having both sharp lines and rounded edges. 

To DesignStudio, most luxury hotels prioritise escapism through uniformity. 

“But holidays and guests aren’t one-size-fits-all, and this isn’t only what new luxury travellers seek” says strategy director, Chloe Jensen. “We looked to create a brand and experience that viewed holidays as less of a change of scene, but a change of perspective.”  

TUI Group global brand senior manager, Shanna Holthaus, also expressed the importance of the project differentiating itself from TUI’s other existing brands.