Branding case study – CP Ships

A new corporate identity for an established brand to communicate the merging of seven regional shipping line brands into a single CP Ships brand across the world.

Objective:

To build the new core brand equity in a variety of markets and to increase CP Ship’s value for merger and acquisition and reduce costs. Update CP Ship’s identity whilst retaining a connection with its past. Reinforce the perception of the brand as an established and reliable supplier of container shipping services.

Solution:

We reviewed existing research data from customers, to establish their understanding of the true personality of the brand, before presenting proposals for a new corporate identity that would clearly build on its existing values and positioning in key geographic markets.

Delivery:

We created a visually classic rebranding that underlined CP Ship’s pedigree and modernised the logo in such a way that the new design signalled continuity rather than drastic change. The flag motif continues to reflect a theme of traditional service whilst the introduction of a contemporary typeface reinforced the brand positioning of CP Ships as the line for the future.

The new identity was introduced across a wide range of communications channels including the corporate website, regional advertising campaigns, sales collateral materials, presentations and internal communications.

Results:

The smooth transition to a single brand helped CP Ships to consolidate its market leadership in key niche markets and resulted in the company being successfully acquired by Hapag-Lloyd.