Princess Cruises Branding Redesign

The outbreak on the Diamond Princess during the pandemic brought global attention to the challenges of cruise travel, magnifying its drawbacks. Additionally, an ocean pollution scandal has tarnished the reputation of this once-iconic brand, leaving it no longer a top choice for consumers.

To give Princess Cruises a fresh start, I undertook a comprehensive rebranding initiative. This included redesigning the logo, typography, and brand colors to reflect a more modern and sustainable identity. I also designed an updated app interface and a suite of matching icons to improve user experience and accessibility. Beyond the visuals, I developed concepts for related products to align with the new brand image, ensuring a cohesive and future-forward presentation.

This revitalized identity aims to preserve the legacy of Princess Cruises while introducing a fluid and innovative range of services that appeal to a new generation of travelers.