Luxury yacht manufacturer Princess Yachts, known for its heritage of British craftsmanship, has revealed its latest brand positioning, “Distinction in Detail.” Developed in partnership with IPG-X, a bespoke agency under the Interpublic Group, the new strategy focuses on reinforcing Princess Yachts’ dedication to craftsmanship, precision, and design, with the goal of enhancing the ownership experience for its discerning clientele.
Princess Yachts, the UK’s largest luxury yacht manufacturer, is approaching a significant milestone—its 60th anniversary. This moment has prompted a fresh focus on its long-standing commitment to excellence. As the company looks towards the future, “Distinction in Detail” is designed to signal an evolution in the way it engages with its customers, showcasing its dedication to meticulous design and engineering for the next six decades. The brand refresh underscores the company’s pledge to maintain and elevate its exacting standards.
A core element of the new positioning is a refined visual identity, introduced by IPG-X, which encapsulates the modern essence of Princess Yachts. Inspired by the clean, fluid lines of the yachts themselves, the brand identity now features signature graphic shapes drawn from the company’s iconic crown logo. This refreshed look reflects the elegance and harmony synonymous with Princess Yachts, ensuring that the brand remains contemporary while still honouring its storied past.
The unveiling of the new brand strategy took place at the prestigious Cannes Yachting Festival, a fitting stage for such a significant moment in the company’s history. The launch was accompanied by a striking brand film, which places a spotlight on the precision and craftsmanship involved in the production of each Princess yacht. From skilled designers to engineers, the film underscores the collective effort behind the creation of these luxury vessels. This rebrand is further supported by a comprehensive marketing campaign that spans social media, print advertisements, and an exclusive brochure that articulates the essence of “Distinction in Detail.”
“It’s our people who make our yachts so special. That’s why it made perfect sense to place them and the remarkable work they do at the heart of our new campaign. ‘Distinction in Detail’ serves as a reminder that it takes exceptional skill, dedication, and care to meet the high standards we uphold, and to deliver the quality and attention to detail our yacht owners expect.”
Simon Clare, Executive Director of Brand and Marketing at Princess Yachts
This partnership with IPG-X has enabled Princess Yachts to refine its brand identity while staying true to the values that have earned it its reputation. IPG-X’s expertise in luxury branding has proven instrumental in crafting a message that resonates with the company’s commitment to precision and its pursuit of excellence. Darren Copland, Global Managing Partner at IPG-X, remarked on the alignment of the two companies’ values: “It’s a joy to work with a company as obsessed with detail as we are. Together, we created a positioning and identity which centres around the qualities of Princess Yachts that their discerning customers value most.”
