ABJET
Visual identity for AB Inflatables' luxury jet-tender line — elegance and sportiness for a premium marine audience.
Services
- Graphic Design
- Branding
- Advertising
Year2018
Elegance and power, in equal measure
AB Inflatables build some of the world's most respected high-performance boats. ABJET is their luxury jet-tender line — semi-rigid tenders for yacht owners who want jet propulsion without compromising on craft. The identity had to live up to that: premium, sporty and reassuringly engineered, all at once.
I designed the brand identity for the ABJET line — logo, visual language and advertising — built on a fusion of elegance and sportiness that signals performance and comfort in a single mark. It had to feel at home beside a luxury yacht while still reading as fast, capable and safe.
Challenge
AB Inflatables build some of the most respected high-performance boats in the world. ABJET is their luxury jet tender, and it needed an identity that read as premium marine engineering rather than another sub-model in a catalogue.
Approach
I built the identity around the product itself — the proportions, the finish, the sense of controlled power — and extended it into the catalogue and sales formats where a tender is actually compared and chosen.
Outcome
The ABJET identity is still in use today.
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