Grain Creative

Iconic Brand Creation


'Appy holidays!

Playful and easy to use, Butlin’s Postcards! is a multi-platform app enabling users to send e-postcards via iPhone, iPad, Android and Facebook. With busy mothers as our main target audience, the aim was to create an appealing, user-friendly app that would save users both time and money.

From app icons to menu buttons, the interface has a hand-drawn quality, offering a sense of physical familiarity often lacking from the digital experience. This is supported by a lighthearted tone of voice, with commands like ‘Send to all: easy peasy, lemon squeezy’. An important feature is the option to ‘send lots’, which allows the user to send postcards to multiple recipients while tailoring each individual message. We decided to lock the app in the most common orientations – portrait for iPhone and Android, landscape for iPad – with a clever layout displaying the entire postcard at once.

Launched in 2011 to glowing reviews in both traditional and online media, the app captures the spirit of the Butlin’s brand and moves postcards into the digital age.

“With the Postcards! app, families can get the most out of their holiday wherever they are in the world. It’s free, easy to use and takes the hassle out of letting everyone back home know what a wonderful time they’re having!” – Jae Hopkins, Director of Communications