Aiming to move away from more traditional cruise vacation branding, Resorts World Cruises partnered with Wunderfauks to revitalise & refresh the RWC brand for digital, print, and social media marketing. We aimed to portray RWC as a top-of-the-mind brand that is fun, exciting, and most importantly, hassle-free.

Based on qualitative and quantitative research provided by RWC, we identitified customer profiles based on their varied demographics. This diversity in customers was then used as a jumping off point for determining common threads: the desire for exclusivity, luxury, and assorted vacation packages.

We then identitified existing pain points in RWC’s brand identity, and proposed an evocative sense and experience-based framework to RWC’s new brand identity. These include a new motif, refreshed visuals and photography, curated tone of voice, and a new tagline.

RWC’s new signifier is adapted from their logo to represent a signature.
While this does not explicitly replace their iconic and recognisable brand logo, this motif will be used as a watermark in all creative assets to amplify brand recognition to guests and act as a brand identifier. With the three “high” points of the “W”, it highlights 3 key experience pillars that RWC has to offer: Do what you love, Experiencing as One, and Love Yourself.