Established many centuries ago, and its existence debated by many, Hell is a destination for suffering, punishment, and exposure to open flames for those that deserve it. With a long and well-documented competition with Heaven, whose existence is also debated by many, Hell has seen a decline in population and brand recognition. This August — fittingly the hottest month of the year — the Hell Office of Travel and Tourism has introduced a new identity designed by Chris Herron Design to position Hell as “the premier global tourist destination.”

Click here for the case study.

Click here for the Hell website.

{via Brand New}