Alexa of London is a 37.5-meter gaff-rigged sailing yacht, designed after King George III’s royal yacht Britannia. New ownership called for a fresh vision and update to her timeless charm. The goal was not just luxury, but a sailing experience that creates space for both personal connection and the thrill of exploration.

We were invited to relaunch Alexa’s experience, from brand positioning within the crowded luxury charter field to every detail of the physical and experiential journey for up to eight guests. A story emerged around “slow yachting:” sailing with intention, in harmony with nature, and fully in the moment. A new logotype shaped like a yacht seen from above combines with a soft, nature-inspired palette and playful assets, extending across print, web, and onboard experiences.

We collaborated with an interior design team to carefully select our onboard materials and finishes. Natural textures, calming tones, and soft surfaces help create a peaceful space for guests in which every detail must exceed expectations. Our Food & Beverage team trained in the flavors and techniques of Alexa’s destinations, developing a bespoke menu, served on custom tableware produced by Greek ceramicists. We partnered with a European artists and craftspeople, such as Danish paper artist Vicky Zoé, whose organic shapes are featured below deck, and whose custom tealight holders go home with each guest as a personal gift.

On Alexa, comfort is felt in the details. Next to the skin, guests enjoy soft fine linens, decadent alpaca throws, and cozy custom beach towels that bring the Alexa experience ashore. We paid special attention to the crew’s uniforms, making sure they not only look good but deliver comfort and performance, providing both simple elegance and the ease of movement necessary for a demanding sailing environment.

The luxury charter field relies on tried-and-true approaches to elite experiences with little innovation. With our approach to the Alexa experience, we have helped the owners stand out in the charter industry.