Sailing club brand identity

Saint Tropez carries a heavy legacy of "Old World" luxury, but this brand identity was geared towards a modern club that needed to balance that heritage with a sleek, minimalist, or high-performance edge.

The club is looking to attract owners of traditional sailing ships—those with wooden hulls, brass fittings, and towering masts who value craftsmanship, heritage, and the soul of the vessel, but they still want to feel like they belong to a "modern" establishment rather than a dusty museum.

The goal was to blend Old-World soul with New-World sophistication.