Eurocamp Brand Guidelines: Knutsford Tents of 1973 to a Photo-Led Identity of “Possibilities”

Tents already pitched in Brittany.

Eurocamp was founded in 1973 as Eurocamp Travel Limited, a family-run business in Knutsford, Cheshire, selling camping holidays in Brittany, TheBusinessDesk.com reported in January 2023. English Wikipedia names the founder as Alan Goulding and says the first holidays were pre-sited tents at a single campsite in Brittany, and Transform magazine gave the same account in 2020. The company itself says its “first love, and first parc, was Brittany,” and that in its early years cross-Channel ferries were the only way its customers travelled.

The business soon left family hands. English Wikipedia says Goulding sold it in 1981 to the retail group Combined English Stores, which was itself acquired by Next in 1987. Through the 1980s Eurocamp added locations and introduced mobile homes alongside its tents, and in 1987 it launched Eurocamp Independent, for holidaymakers who brought their own tents, caravans or motorhomes but used Eurocamp’s services on site.

A management buy-out followed in 1988, and in 1991 Eurocamp plc was floated on the London Stock Exchange. During the mid-1990s it made acquisitions outside camping, including a 1995 merger with the short-break company Superbreak. In 1998 Eurocamp plc acquired Keycamp Holidays and changed its name to Holidaybreak plc; by then the competing camping brands Sunsites and French Country Camping had also been bought, and in 2002 the group added Eurosites, the camping product of Airtours, English Wikipedia says.

From Holidaybreak to European Camping Group.

In July 2011 Holidaybreak became a wholly owned subsidiary of the travel company Cox & Kings, with Eurocamp the main part of its camping division. In June 2014 Cox & Kings announced the sale of that camping division to the French outdoor-holiday company Homair Vacances, English Wikipedia’s Holidaybreak article says. Homair renamed itself European Camping Group (ECG) in 2017.

Ownership of the group then moved between investors. On 5 October 2021 PAI Partners announced that it had completed the purchase of ECG from Carlyle, Ontario Teachers’ Pension Plan and Montefiore Investment. Its release described ECG as based in Aix-en-Provence, with more than 310 campsites, a fleet of over 22,000 units, mostly mobile homes, and four brands: Homair, Eurocamp, Al Fresco and Roan. In 2023 ECG bought Vacanceselect, and English Wikipedia says the deal brought in the Canvas Holidays brand, which in 2026, after three years as a sister company, was fully united with Eurocamp. Wikipedia also records that ECG acquired Alannia Resorts, with sites on the Costa Blanca and Costa Dorada, in July 2025.

On 24 March 2025 PAI announced that it had agreed to sell a significant minority stake in ECG to a wholly owned subsidiary of the Abu Dhabi Investment Authority, and that PAI would remain the majority shareholder; the release said completion was expected in the second quarter of 2025. The same release said ECG operated across eleven European countries through its main brands, Eurocamp and Homair, and had grown from just over 280 sites in 2021 to more than 450.

In Britain Eurocamp remains a Cheshire business. Its website gives it as a trading name of Greenbank Holidays Ltd, with a registered office at Northwich, and TheBusinessDesk.com placed it at Hartford, Cheshire, in 2023. The company says it offers outdoor family holidays at over 400 European parcs in eleven countries, with kids’ clubs, pools and on-parc entertainment, and it says its Ultimate Plus accommodation was new for its 50th year.

Design and documentation.

Holiday park and campsite operators sell a place before they sell a stay. Their websites open on photographs of the parks themselves: lodges and cottages among trees, pitches and mobile homes beside water, covered pools and play areas, published by each company as its own pictures of each site. The operators in this guide range from woodland villages built around an indoor pool to campsites with tents, pitches and wooden cabins, and their imagery follows those settings.

Naming does much of the branding work. Center Parcs renamed one of its early Dutch parks after customer research, according to Dutch Wikipedia, and later called its bungalows “cottages” and its pools Aqua Mundo; Landal pairs its own name with a local one, as in Landal Beach Park Texel. Accommodation is sold by type, from a pitch to a lodge, cottage or villa, and those type names carry through from park maps to booking pages.

The booking interface is where the parts meet. On the operators’ own sites a guest picks a park, then dates, party size and an accommodation type, and the site shows what is free. The journey can continue on a phone: parkurlaub.de reported in 2026 that check-in and a digital door key ran through the Landal app. Park maps show the layout of houses, pitches, paths and facilities, and are published by the companies themselves.

Behind the consumer brands sit corporate pages on owners, and these change often. Several of the companies in this guide have been bought and sold by brewers, insurers, listed groups and investment firms, and some share a name with a business they no longer own. This guide records those ownership changes as dated facts from named sources, and treats each company’s description of itself as its own claim.

Possibilities, photographs and one sans.

Eurocamp’s identity work has been written up in the branding press. Transform magazine, in a brand profile by Jeremy Owen published on 23 March 2020, said the company’s last strategic review had been in 2013 and that the old identity had become a patchwork: a wide colour palette, script fonts and distressed edges on images around the logo, with Eurocamp’s own brand book no longer matching what was being produced. The website had become crucial, with mobile accounting for around 60% of traffic, and the old look did not work there.

The Manchester agency Squad came on board in April 2018. Its central idea was a single word, “possibilities.” Squad was free to rework the visual language, Transform reported, with one condition: the old logo had to stay. The new identity is led by photography, shot in a “run and gun” style across several European locations and unified by its crop and colour grading, with negative space left in each frame for a headline lockup. Type was reduced to one split-line sans-serif, replacing the handwritten scripts of the old brand, and the copy sorted holidaymakers into tribes such as “chiller” and “never sit stiller,” names that also became filters on the website. A new brand bible set the rules.

The mark has changed many times. Eurocamp’s history page shows logo versions dated 1973, 1975, 1978, 1983, 1996, 2007, 2014 and 2023, and says the company took “a whole new look” for its anniversary year. TheBusinessDesk.com reported on 3 January 2023 that a television campaign, “Every possibility under the sun,” made with the agency Designate and running from Boxing Day, introduced the refreshed identity for Eurocamp’s 50th anniversary.

For a design guide, Eurocamp shows how a single positioning word can drive photography, type, copy and even website navigation, while an existing logo is kept. Compare Siblu, a mobile-home park group that grew from a British leisure company’s French arm, and Huttopia, a French outdoor-holiday operator. For this guide we use pitch green, canvas and a sunset orange with a condensed sans, an unofficial interpretation; no product or logo is reproduced.

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