New brand identity for Orwell Lady, River Trips

We have thoroughly enjoyed every aspect of this branding project. 

Orwell Lady is a family owned business and this year they are celebrating their 20 year anniversary. To commemorate this achievement they approached us to evolve their identity to reflect their values and plans for the future.

We embarked on a discovery phase where carried out a full brand audit, competitor research, market & customer research and listening to the OL team. 

Previously known as Orwell River Cruises Ltd we encouraged them to move everything over to Orwell lady.  The two names had caused confusion and lack of brand recognition especially in signage and website traffic. 

It was also time to change their positioning. Until now the marketing focus had been around the boat itself. We switched the strategy to focus on the experience.

Join us on the River

The new identity feels more understated and friendly with a gentle and calm graphic style.

A welcome invitation to all customers became their strap line. The term cruise was updated to River Trips, which feels more familiar and accessible and SEO friendly.

Every trip on Orwell Lady is different dependent on weather conditions, scenery, wildlife, agriculture, industry. With this in mind, we created a series of illustrations to depict the ever-changing landscape while allowing all landmarks to look similar. A nostalgic style evocative of story books from the riverbank.  The typography is elegant and we styled a flourish, which underlines the word mark, to represent the calm ripples on the water. 

The discover phase highlighted the need to display the different trips available. The map is designed to clearly indicate the length of each trip and the changing landscape on route and is used across all aspects of their communication.

Photography plays an important role, we continue to add to their library of imagery, both illustrated and photography.

The website has been redesigned to incorporate their existing booking system but the new improved design and navigation allows customers to appreciate the experience on board Orwell Lady.


WHAT: Branding, design, photography, illustration, print media, uniform and signage

  • Photography for Orwell Lady by WHAT associates