The challenge for the re-brand of Y.CO, a luxury super-yacht business, was to enhance the brands premium qualities whilst projecting the strategic idea Modern Connoisseurship. As the owners of Y.CO were originally captains of ships, the creative concept of ‘knowing’ was brought to life using storytelling to engage with customers in a more emotive way.

Saffron Brand Consultants Concept, Brand Identity & Tone of Voice, 2011