Shipshape and Bristol fashion
We gave the world’s #1 cruise retailer a brand makeover, to relaunch it in the post-pandemic era.
As a cruise industry leader for 90+ years, Harding+ needed to modernise its brand, without abandoning its heritage.
We found a progressive brand positioning that reflects the business’s ambition, global reach and British roots. And we helped articulate its purpose: making every cruise better.
Next came a new name and brand identity, encapsulated in the Propeller logo - a symbol of progress & partnership, with a nautical flavour.
The Big Reveal
The new brand identity was unveiled at the TFWA World Exhibition.
Our launch video was used on the big stage, at stakeholder gatherings, and in sales meetings.