Captain’s Choice
Print design for the world of luxury travel
Since the beginning of time, humans have searched for new worlds…
Welcome to the world of Captain’s Choice
Since 1994, Captain’s Choice has been crafting extraordinary journeys to the most remote corners of every continent. Specialising in private jet, luxury cruise and supercar travel, they meticulously plan every detail to ensure an unparalleled experience.
Reflecting this commitment, we designed a suite of printed materials that enrich the customer journey — creating a sense of intrigue, anticipation and seamless support as travellers prepare to embark on their adventure.
At the start of the customer journey is the Captain’s Choice storybook — a tactile, visually immersive introduction to the brand. The book invites readers into the world of Captain’s Choice, setting the tone for the experience to come.
Outputs
- Creative direction
- Publication design
- Packaging design
- Customer experience
- Print management
It starts with a storybook
Soft to the touch, the flagship brochure unfolds the Captain’s Choice manifesto across the opening pages. The cover imagery, initially abstract, reveals striking aerial landscapes from around the globe.
Finishing touches include a foil-stamped cover contrasting against thick, matte-textured stock — creating a refined and opulent feel.
From inspiration to registration
The Journeys Brochure builds on the foundation set by the brand storybook, providing detailed information about the latest itineraries. Designed as a companion piece, it features another abstract aerial landscape cover.
Once travellers are immersed in the Captain’s Choice world, this brochure is a practical and inspiring guide. It presents upcoming journeys with compelling visuals and clear, information-rich layouts.
A personal welcome onboard
Booking a journey with Captain’s Choice marks the beginning of an unforgettable experience. To celebrate this milestone, guests receive a beautifully designed welcome pack, heightening anticipation for their upcoming trip.
The pack arrives in a vibrant turquoise box — understated on the outside yet revealing a lively pattern upon opening. Inside, a handcrafted keepsake awaits: a premium leather compendium and luggage tag set, designed in collaboration with Corban & Blair.
The compendium features inner pockets for essential travel documents, a personalised photographic itinerary, and pre-loaded luggage tags customised with the traveller’s details. Designed for both practicality and longevity, these pieces are intended for repeated use well beyond the initial journey.
A more sustainable approach
This new welcome pack was developed in response to feedback on its predecessor, which was heavy and essentially disposable. The previous all-black design lacked the vibrancy and warmth of the Captain’s Choice brand.
Through a collaborative process, we developed a welcome pack that is both beautiful and functional. By rethinking materials and packaging, we reduced the pack’s volume by 50% and its weight by 45% — delivering significant savings in postage, assembly and environmental impact.
Inside, we reimagined the customised itinerary to feature wraparound covers and a refined structure that enhances usability for guests. A bronze sticker seal adds a final touch of understated luxury.
Celebrating 30 years with a commemorative gift
To mark its 30th anniversary, Captain’s Choice published a commemorative book celebrating its legacy of extraordinary travel. We designed the packaging for this special edition — creating a presentation piece that could withstand postage while reflecting the prestige of the milestone.
The result was a robust presentation box with a metallic purple sticker seal, echoing the anniversary branding. Distributed to loyal guests, staff, and key stakeholders, the gift serves as both a retrospective and a testament to the ongoing success of Captain’s Choice.