Having undergone an overall brand realignment, Eurostar embarked on an overhaul of Business Class; its most premium offer. The brief called for three main issues to be addressed: the relaunch of Eurostar business as a comprehensive product embodying its brand values as a forward thinking, surprising, passionate organisation; a solution to demonstrate that ‘Business’ was Eurostar's ultimate offer, tailored to the demands of the highly demanding, well travelled businessmen and women of the UK, France and Belgium; a practical signage system to help time poor business travellers navigate through the business fast-track areas within the three international terminals. To reflect this unique offer and the personality of Eurostar, GBH needed to break the mold of expected business identities. Avoiding the usual vinyl panels, GBH created a baroque look and feel, which combined black and white imagery with real gilt frames and velvet curtains. The result was an identity that embodies style, modernity, luxury and humour. Deliberately playful and theatrical, the identity is as distinctive when applied to printed communications as it is in 3D signage and interiors.
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