Retail

AB Jet

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. AB Jet 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 AB Jet 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. The work extended beyond the logo into the full owner experience, including the line's technical documentation and manuals — carrying one premium standard across every touchpoint a customer actually handles, from the first impression to the details that build trust over years of ownership.

Challenge

AB Inflatables build some of the most respected high-performance boats in the world. AB Jet 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 eight years after the 2018 project, across a growing line of jet tenders and the sales and technical documentation that supports it.

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