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Our brand identity brought a cruise line back to life

Swan Hellenic

what we did
  • Brand strategy
  • Brand workshops
  • Brand positioning statement
  • Logo design
  • Visual identity (including roll-out)
  • Creation of tone of voice
  • Copy samples
  • Key messaging
  • Brand guidelines

Swan Hellenic, a well-known cruise line with over 70 years of experience, wanted to embark on a new adventure: an ambitious relaunch with two new expedition ships soon to be setting sail. They approached us at the early stages of this exciting project setting us the challenge of reimagining their new brand and breathing new life into it. We love nothing more than working with clients at pivotal points on their journeys, so we were incredibly excited about what we could create together.

Continuing a legacy

The Swan Hellenic brand had a rich history dating back to the 1950s and was known for their adventurous itineraries combined with expert academic lectures and a luxurious on-board experience. They previously had a strong and committed customer base, but things changed after new ownership and a few years away from the scene. Swan Hellenic needed to relaunch with an identity that was strong, sophisticated, and one that set them apart from other cruise lines.

Swan Hellenic Brand Guidelines

A strong identity

Working closely with Swan Hellenic, we established a brand positioning which created the tone for all of Swan Hellenic’s future communications: See What Others Don’t. This captured their ability to go where other cruise companies couldn’t. By travelling with experts and visiting more hard-to-reach destinations, they delivered experiences that were immersive, packed with life-changing adventure, and truly unique. This gave us the ideal platform to develop the brand’s mission, vision, distinctive voice, and strong visual identity.

Swan Hellenic Brochure Spread
Swan Hellenic Brochure Spread
Swan Hellenic Brochure Spread

Bringing it to life

For Swan Hellenic’s visual identity, we wanted to combine the brand’s impressive heritage with some more modern touches. We re-designed the iconic swan logo and introduced an unconventional brand typeface. We chose organic colours for the brand colour palette, referencing the ships’ hull, the natural world, and some of the wildlife guests would be fortunate enough to encounter on their expeditions. With all of this then brought together in a design system that used form and textures inspired by water and ice, Swan Hellenic now had a distinctive look and feel unlike that of any other cruise line. Our logo is proudly positioned on the side of their growing fleet of ships, and our design work has been showcased across all collateral, from websites and brochures to merchandise and even the staff uniforms.


The Garment Factory
10 Montrose Street
Glasgow G1 1RE

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