Challenges

1. Authenticity and Familiarity: Craft Social needed to present itself as an authentic craft beer experience while feeling warm, inviting, and just like home.

2. Luxury Appeal: The branding had to align with Celebrity Cruises' reputation for luxury, making the venue an integrated part of the ship's upscale environment.

3. Rebranding: Transforming the existing Gastrobar into Craft Social meant reimagining a logo initially created by another agency while maintaining continuity and uniqueness.

4. Memorability: The design had to leave a lasting impression on guests to encourage return visits and contribute to the ship's overall revenue.

5. Permanence: The branding had to reflect a timeless appeal that would endure as a permanent feature on the ship.

Outcome

Leading the creative direction, I developed a revitalized logo and branding package that captured Craft Social's vibrant and inviting character. Collaborating with a copywriter, we crafted cohesive menu designs to enhance the dining experience.

The reimagined logo fused vintage charm with modern elegance, combining a stylized serif font reminiscent of hand-painted bar signs with a clean, contemporary sans-serif typeface. The design embraced the cozy, lively, and sophisticated atmosphere of Craft Social, perfectly balancing its casual charm with its upscale cruise ship setting.

Services Provided

• Logo redesign and identity development

• Branding strategy and guidelines

• Menu design and collateral creation

• Venue interior branding consultation

Results

• A memorable and visually cohesive brand identity that aligns with Craft Social's mission and Celebrity Cruises' luxury image.

• Positive guest feedback, with patrons noting the venue's charm and atmosphere as standout features.

• Enhanced revenue generation for the ship due to increased foot traffic and repeat visits.