Destination branding with developmental impact

Southern Laos is more than just about heritage sites and nature. It’s about the warmth, character and pure hearts of its people.

On behalf of the Champasak Tourism Taskforce, QUO was approached by Swiss Contact to develop a comprehensive brand strategy and visual identity for Southern Laos. The objective was to create a regional destination brand to boost tourism to this lesser-known area of the country.

One year later, Southern Laos won the Pacific Asia Travel Association (PATA) CEO Challenge Top Destination award, recognising the region as a top emerging tourist destination.


Brand strategy and culture
Visual identity
Tone of voice
Brand video

The project kicked off with a two-day branding workshop in Pakse with key stakeholders from the region, including tour operators, travel agents, hotel owners and local government authorities. With valuable local insights and additional research, QUO’s strategy team formed a compelling Brand Culture around the region’s intrinsic diversity, serenity, distinct charm and Sabai Sabai approach to life.

QUO’s creative team then drew inspiration from Southern Laotians’ expressive personalities, proud traditions and stunning geography to translate the brand essence ‘Charming by Nature’ into a logo evoking the Lao alphabet’s circular forms with the image of a fisherman in a long-tail boat.

An interactive and informative website was also created, enabling potential visitors to explore the region’s diverse attractions.

QUO also created a promotional video. The idea behind this was to show the journey through the eyes of a traveller who follows a surprise itinerary and discovers natural and cultural wonders. He engages in outdoor activities and unexpected adventures in Southern Laos before passing on his experiences.



We’re always looking for brand-savvy professionals to join us on our journey