Willie Pearl Lugger Cruises

Willie Pearl Lugger Cruises Branding

When one of our long time friends and customers decided to buy and refurbish a tired but beautiful old pearling lugger, they came to us to get the branding and marketing collateral together prior to re-launching the boat.

For years Willie had once been an iconic sight cruising up and down scenic Cable Beach in Broome after retiring from commercial service as a working lugger.

Our client wanted to bring it back to life, so after months of painstaking restoration and tonnes of cash, Willie sailed home to resume its former life in one of Australia's premier tourist destinations.

The Brief

Creating the logo we wanted to retain some of the historical nautical feel and pay some homage to the boats colourful past. After unearthing some old faded Kodak photos we decided to base our design on the old hand painted name that had once graced the old girls hull.

Put there by a long-gone traditional sign writer hanging off the side with a paintbrush, in a classic hand-rendered brush script (for those of us who are old enough to remember what that is).

Recreating a faithful but digital version of the old school script we then added a stylised silhouette of the boat under sail in the sunset to give the brand some more appeal and scope for tourism marketing and merchandise.

The result is a well balanced blend that delivers a nice retro brand feel that is instantly recognisable, while also providing great corporate applications, signage and very saleable merchandise.

The Willie brand is proudly up and sailing now and will be around for as long as this Broome icon continues to sail into the tropical sunsets.

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