Puerto Rico Ferry
Cocktail Cruises
This project reimagines the traditional Puerto Rico Ferry transit as a premium evening destination. By transitioning from a daytime commuter service to a curated "Cocktail Cruise," the branding bridges the gap between local transit and the island’s vibrant nightlife. The identity focuses on creating a "floating social hour" that celebrates the transition from the golden hour to the electric energy of San Juan at night.
Client
Puerto Rico Ferry
Year
2024
Target Audience
Young adults (21–35), international tourists, and locals looking for an elevated sunset experience.
Visual Direction
A palette of deep sunset oranges and neon teals paired with high-contrast, candid lifestyle photography.
Mission
To redefine public transit as a site for social connection and cultural celebration, turning a routine bay crossing into an unforgettable Caribbean experience.
Party in San Juan
Boldness and cultural celebration are at the core of this identity. This brand guide establishes a visual system that transforms a standard commute into a premium social destination. By pairing a high-contrast sunset palette with rhythmic typography, the branding captures the transition from a relaxed bay crossing to the electric energy of the island’s nightlife.
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