Explora, the extraordinary new fleet from MSC Cruises, is designed to be a shining example of the best of ocean travel. To match this bold ambition, we developed an elegant brand and experience that’s enticing refined, adventurous and international luxury travellers who are on a continuous quest for the never before.
Travel & Hospitality
Explora Journeys
Embracing the ocean state of mind
To be successful, Explora Journeys needed to connect with the mindsets, needs and tastes of a new type of modern luxury traveller that looks to broaden their world, engage their senses, discover the new and connect to an authentic expression of a place.
With this in mind, we built an identity and experience led not by function but by feeling, and shaped Explora Journeys to embody the ocean state of mind – the way we experience discovery, wellbeing, excitement and reconnection during ocean escapes.
Buoyed by the essence of the ocean, we crafted an elegant brand inspired by the possibilities of new horizons and the connections made on new shores, and applied it across the full Explora Journeys experience, including the crest that stands proudly on the mast, the names of the rooms below deck, and the products available on board. The result is a brand that’s rich in texture and detail – just like the destinations the ship visits.
Finding our way
Navigation and wayfinding are an important part of the seafaring experience. We designed maps that prepare travellers for the journey ahead, schematics that highlight the crucial components of the ship, and icons that scale across sizes and applications – whether online, in print or on board.
A world of luxury
The brand identity has been applied across the whole Explora Journeys experience, from menus and key cards to soaps, bags and coasters. The result is a world that is rich in texture and detail, just like the destinations the ship visits.
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