SERVICES

Branding Strategy | Brand Identity | Branding Touchpoints

Primus is a private yachting society reserved for global visionaries seeking more than ownership. 
With seamless access to a worldwide fleet, it offers a lifestyle of curated freedom, intentional 
connection, and elevated experiences shaped by discretion, craftsmanship, and deep personal meaning.
 

THE ELEGANCE of INVITATION-ONLY LIVING 
DEFINES AN IDENTITY THAT FLOWS with 
PRESTIGE, CALM, AND CONTROL

Primus is an invitation-only yachting society that redefines luxury through access without 
ownership, offering a lifestyle shaped by freedom, discretion, and purpose. We developed the 
full brand strategy and identity to reflect intentional living and elevated connection. Inspired 
by the quiet power of the sea, the visual world uses deep ocean blues, forest greens, and elegant 
neutrals, with textures that suggest calm and fluidity.

Typography pairs classical precision with modern restraint, creating a tone of subtle prestige. Every 
detail — from embossed stationery to a velvet membership box with matte gold accents — was crafted 
to express care and distinction. Primus is more than a brand; it is a universe where influence is 
quiet, journeys are personal, and membership holds true meaning.