Princess Yachts: Princess Yachts' new brand positioning; Distinction in Detail

Princess Yachts, the UK’s largest luxury yacht manufacturer, has unveiled a new brand positioning; ‘Distinction in Detail’.

Developed by IPG-X, a luxury custom agency part of the Interpublic Group of companies, the new positioning highlights the British boatbuilder’s unwavering commitment to meticulous craftsmanship and attention to detail, with the ultimate goal of delivering exceptional yachts and unforgettable experiences for its customers.

As Princess Yachts nears its 60th anniversary, ‘Distinction in Detail’ underscores its commitment to surpassing its own high standards for the next 60 years. To capture this forward-looking vision, the agency developed a new visual identity inspired by the clean, elegant, and harmonious design of a Princess yacht. The result is a sleek, modern brand identity featuring distinctive graphic shapes drawn from details of the iconic Princess crown logo, crafting a brand world rooted in the very essence of the company.

Unveiled at the Cannes Yachting Festival, the new positioning debuted with a brand film that celebrates the craftsmanship and diverse expertise involved in building each Princess yacht. Supported by an advertising campaign, the launch also includes social media content, press ads and a brochure, showcasing the full breadth of the rebrand.

“It’s our people who make our yachts so special,” says Simon Clare, Executive Director of Brand and Marketing at Princess Yachts. “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.

“We’re proud to have partnered with IPG-X, whose expertise in brand strategy perfectly aligns with our values. Bringing fresh insight and creativity, IPG-X has helped us refine our brand positioning while staying true to what makes Princess Yachts distinctive - our passion for precision and craftsmanship.”

Darren Copland, Global Managing Partner at IPG-X, added: “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.”