Capturing the essence of the yachts and translating them into a delightful end-to-end experience
In collaboration with Zeelander, we crafted an identity and brand experience aimed to elevate the emotional connection to Zeelander's yachts and build a lifestyle around the product that felt sophisticated, lasting and serene.
Transforming Zeelander from a boat builder to a brand
We designed with the intention to transform Zeelander's product excellence into a full Brand Experience. With this in mind, we translated the elegance and philosophy behind the brand into a contemporary design language.
Serenity through simplicity
In this overview of the elements, we see that the typography chosen for Zeelander embodies refined elegance — we chose a full-bodied, rounded serif typeface that reflect the yacht’s design.
This was combined with a palette of warm white, deep brown, and soft ecru tones paired with a Dutch orange and deep green accents.
These elements came together to honour Zeelander's craftsmanship through the usage of contemporary grids, where the photography — a collaboration between Zeelander and Guillaume Plisson becomes a statement piece.
For the web experience, we took a balanced approach between telling the product’s story and creating desire for a lifestyle. Photography is elevated through minimal and clean layouts in combination with serene motion design — guiding the user through the site as they immerse themselves in the brand experience.
One of the site’s core features is making dense and information-heavy product specifications and descriptions easy to understand and delightful to browse through.
An elevated brand experience
The rebrand successfully elevated Zeelander from a traditional boat builder brand to an iconic, contemporary lifestyle brand. We captured the essence of the yachts and translated it into a delightful end-to-end experience that creates desire. The comprehensive brand guidelines we’ve crafted supported their efforts to uphold the new visual identity with consistency and ease.
Team at Rōnin Amsterdam
Creative Direction: Yordy van der Werff, Cassie Ng
UX: Ewoud Offenberg
Strategy: Badbirds
Art Direction: Cassie Ng, Marcia Finklenberg, Martijn van Meijel
Design: Marcia Finklenberg, Cassie Ng, Martijn van Meijel
Motion: Lubbert Meun
3D: Jeremy Woons
Photography: Guillaume Plisson
Project Management: Elli Spiegyte