Defining a grand scale luxury brand.

For 175 years, Cunard has been known for offering legendary travel experiences. But in a cruise market heavily competed, how to make ensure that the Cunard brand occupies a distinct and compelling positioning? How to revitalise the brand for a new audience? And how to keep making our heritage relevant? 

We helped Cunard understand, define and direct its proposition 'Luxury on a grand scale', establish the brand values and key elements of its product pillars.

We created a service design piece to bring to life and update their legendary White Start Service in line with other current luxury hospitality experiences.

And we were lucky to help create some of the first brand experiences inspired by the renewed strategy. With the redesign one of the most charming spaces onboard, the Commodore Club, celebrating the lives and achievements of the Cunard Commodores.