TUI CRUISES - MEIN SCHIFF by Gurtlerbachmann for TUI CRUISES

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TUI CRUISES - MEIN SCHIFF

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Industry Ferries & Cruises, Business equipment & services, Corporate Image
Media Design & Branding
Market Germany
Agency Gurtlerbachmann
Creative Director Reiner Fiedler
Art Director Veronika Kieneke, Merle Schröder
Released May 2009

Credits & Description

Category: Typography
Advertiser: TUI CRUISES
Product/Service: CRUISES
Agency: gürtlerbachmann
Date of First Appearance: May 15 2009 12:00AM
Entrant Company: gürtlerbachmann, Hamburg, GERMANY
Head of Marketing: Nils Behrens (TUI Cruises GmbH)
Head of Advertising: Lutz Deyhle (TUI Cruises GmbH)
Chief Creative Officer: Uli Gürtler (gürtlerbachmann Werbung Gmbh)
Creative Director: Reiner Fiedler (gürtlerbachmann Werbung Gmbh)
Art Director: Veronika Kieneke, Merle Schröder (gürtlerbachmann Werbung Gmbh)
Account Manager: Sharifa Hawari (gürtlerbachmann Werbung Gmbh)
Media placement: Design Of A Ship - seas all over the world - 15.05.2009

Describe the challenges and key objectives
The challenge was to create a distinctive image for the new cruise brand, 'TUI Cruises', that is applicable and transported by the design of the ship. A distinctive, discrete and at the same time likable appearance was needed, an appearance that is silhouetted considerably from the typical design of all the other cruise ships which are designed with figurative graphics. Furthermore, it should point out that the new TUI cruise brand stands for an achievable, relaxed and German-speaking cruise vacation far away from Captain’s Dinner and the obligation to wear tuxedo.

Describe the brief from the client
It was the task to create a distinctive image for the new cruise brand 'TUI Cruises', an image that is applicable and transported by the design of the ship. A distinctive, discrete, and at the same time, a likable appearance was needed, an appearance that is silhouetted considerably from the typical design of all other cruise ships which are designed with figurative graphics. Furthermore, it should indicate that the new TUI cruise brand stands for achievable, relaxed and German-speaking cruise vacations far away from Captain’s Dinner and the obligation to wear a tuxedo.

Describe how you arrived at the final design
Classical maritime colour elements meet an innovative design idea. The guiding idea was to make literally recognisable the design of the new cruise brand. 'Mein Schiff' is the first ship worldwide exclusively covered with writing. For this exceptional design a new, completely independent and especially inimitable font was created. 528 meters of ship side bear a mass of emotional associations with a maritime holiday, turning it into a huge, imaginary passenger diary. Slogans such as ’Air Flow’, ‘Wanderlust’, ‘Midnight Sun’ or ‘Quiet’, make up the total meaning of “Mein Schiff” and the new concept of an individual holiday at sea.

Give some indication of how successful the outcome was in the market
The design became the hallmark of the brand TUI Cruises. It was implemented throughout all media channels and became a focus of attention in the press, and furthermore a rewarding design basis for merchandising and other promotional coverage. A design concept that performs all the way.