Rebranding Toverland
The Magic of Toverland. Dream big, achieve big. Amusement park Toverland aims to climb into the top three of theme parks and enlisted Gewest13 to refine its positioning and create a fresh visual identity.
What began as an indoor theme park has grown into the fifth-largest amusement park in the Netherlands. Approximately 700,000 visitors find their way to Toverland each year—far from enough, according to the team in Sevenum. To achieve its goals, Toverland expanded in 2018 with a completely new themed area, opening up exciting opportunities.
Involvement as the Magic Word
A mature Toverland naturally calls for a mature visual identity. Developing this identity was not a quick process. As a family business with highly engaged staff, Toverland’s culture emphasized giving employees an active role in the rebranding process. Through collaborative sessions with park employees, marketers, managers, the management team, and the family, the park’s core identity and shared ambitions were revealed. At the heart of the Toverland brand is a strong guest focus. It’s not just about having a fun day out—it’s about creating truly memorable moments. Just like the ones we experienced firsthand, braving the thrilling G-forces of the wooden Troy roller coaster during a visit to the park.
“Brainstorms and adrenaline-filled roller coaster rides—nothing is too wild for us.”
While families with young children remain a key audience, Toverland is attracting an increasingly diverse and older demographic. As such, the new visual identity is anything but childlike. Alongside a bold and timeless logo, the updated Toverland style features a magical color palette and a visual language designed to immerse guests as much as possible. Picture-perfect posed models have been replaced with candid magical moments where visitors lose themselves in the experience and forget the world around them—exactly what Toverland stands for.
Co-Creation at it’s best
Gewest13 and Toverland look back on a truly special collaboration. By brainstorming openly and thoroughly exploring core values and ambitions, we reached the very heart of what makes Toverland special. This co-creation process resulted in a visual identity we are all proud of—one that will serve Toverland well for many years to come.
