From transportation to destination
With four decades of experience arranging sail-and-stay packages, Brittany Ferries is more than a ferry company. As part of its digital transformation, Brittany Ferries approached us to develop a new brand positioning that would celebrate this and arm the business to keep growing in the holiday market and continue to develop their customer base across all destinations.
WHAT WE DID:
Through immersing ourselves in the brand and its heritage with deep-dives with colleagues, partners, customers and prospects, we created a new positioning centred around discovery and destination, making Brittany a real, differentiating and appealing player in the holiday market.
We then used semiotic analysis and further consumer research to identify how to visually translate the new brand positioning through design, leading to the development of a new brand identity.
The new brand positioning and brand identity come as part of a multi-million euro investment to make Brittany Ferries fit for the future.
The project culminated with the re-branding of the ships; and four brand new ships that bear the new colours of the brand, will be joining the fleet from 2020 onwards. The new logo reflects the destinations with blue, green and orange shades evoking the seas, landscapes and skies of the holiday regions Brittany Ferries serves.