Leger Shearings Group CEO Liam Race said the redesign hopes to make the brand "stand out and be the first choice"
It marks the first major changes to the branding since Leger Holidays acquired the brand in June 2020.
A new logo, hoping to convey a more casual and playful message, will be joined by a repositioning of layout, photography style, and copy tone when it launches on December 19th, 2024.
Continuing, Liam added, "Since we rescued the Shearings’ brand over four years ago we’ve kept changes to a minimum. There were many loyal customers who stayed with the brand and we didn’t want to alienate any customers with major changes too soon.
"We have, however, been quietly researching customer opinions, including consultations with ‘old’ Shearings’ customers, and they have helped shape the future of the brand. We found that the edges were becoming blurred between coach holiday companies, we were all looking the same... we’ve given the brand a personality!"
Research, including a 10,000-respondent survey of new and old Shearings customers and a high-tech study recording electrical activity in the brand, was undertaken. The new look was developed from existing marketing and early redesign work to narrow down the final concepts.
New brochures and marketing campaigns are expected to kick off in mid-December to support the rebrand.
