- Brand Evaluation
- Brand Architecture
- Brand Definition
- Brand Naming
- Brand Research
Background & Challenge:
Royal Caribbean is one of the world’s leading cruise lines, with 24 ships and owning nearly 22% of the cruise market worldwide. Royal prides itself on having the largest and most innovative ships in the world.
We started working with Royal Caribbean in 2012 when they were launching a new class of ship, which would be the second-largest cruise ship in the world. They needed a new name for the class, the ships, and a cohesive naming system for all the onboard elements.
We created the “Quantum” class of ship to signify a 'quantum leap' forward in cruising. Over the next 3 years, we also created the names Anthem, Ovation, Harmony, Symphony, and Spectrum as well as names for over 65 onboard elements, from restaurants to lounge spaces, to features and technology.
The Quantum class of ships remain as one of— if not— the most cutting-edge ships in the world. The success of the first 2 ships prompted the order of 3 additional ships in the class. Royal Caribbean experienced revenue growth of 7.6 billion in 2012 to record-breaking 8.8 billion in 2016.