New Logo and Identity for First Choice by Ragged Edge

Established in 1994, although dating back to 1973 when it was known as Owners Abroad, First Choice is a holiday booking platform that offers flights, hotels, and experiences. Previously well known for its all-inclusive tour operations that included flights in their own small fleet of planes — at one point flying over 6 million passengers a year — First Choice merged with TUI Travel plc in 2007, which later got absorbed by its parent company, TUI Group, one of the largest tour operators in Europe. The First Choice name disappeared with the original merger but has now been brought back to cater to the flexible, independent traveler. Offering close to 200 destinations in over 60 countries, travelers can choose from various accommodation types and price points and can enhance their trips with