REGENT SEVEN SEAS CRUISES

STUDIO
Stag & Hare

CLIENT
Norwegian Cruise Line Holdings Ltd.

Regent Seven Seas Cruises had been delivering top-tier all-inclusive luxury cruises for 25 years. In that time they've built a solid foundation of devoted customers but were facing encroaching competition and struggling to attract new guests. They asked Stag & Hare to help them develop a new approach to their communications both visual and verbal, to inspire new guests to action while encouraging new bookings from loyal guests. 

Consumer research revealed that the target Regent customer was ultimately looking for truly unique experiences. This led us to  the new brand positioning, 'Unrivaled Experiences'. Instead of showcasing specific amenities or locations, we focused on guests' stories of their travels, highlighting their personal experiences, both on-ship and off, with Regent.

Visually, we took inspiration from diamonds, a symbol of luxury that also conveys, through the intricate cuts,  the multiple facets of the Regent experience. We used this idea to create a flexible diamond shaped grid system for imagery as well as patterns that subtly reference the shape. These elements, along with updated colors and icons, created the foundation for a dynamic and adaptable visual system they could apply across all brand applications.