Eurostar - Tone of voice refresh

 

The challenge

The solution

When Eurostar and Thalys merged in 2021, two well-loved but very different brand identities collided. Eurostar’s Franglais charm had served it well for years, but new markets demanded something broader. Thalys brought bold, playful (and slightly weird) marketing: brilliant in Belgium, less so in the UK. The task: create a shared voice that could confidently cross borders.

Alongside Eurostar’s brand team and the Writing Club, we ran workshops to deconstruct both tones, keep the best of each, and rebuild something new. We landed on three core behaviours (bold, honest, caring) which became the foundation of a fresh, unified voice. From there, we rewrote brand guidelines, product messaging guides, and revamped style guides in four languages, ready for the relaunch.

BRAND BEHAVIOURS | BRAND GUIDELINES | STYLE GUIDE | PRODUCT MESSAGING GUIDES

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Eurostar - Taking you there with care