2021

Jaktar

Engineered for Exploration

Scope

Design Strategy
Naming
Tagline
Copywriting
Visual Identity
Art Direction
Graphic Design
Motion Design
Type Design

The Jaktar boat is built to explore the hidden coastlines, fjords and rivers of the far north. Every detail is finely tuned for adventure, from the shape of the hull to the glass in the cockpit. Made with high-quality, hard-wearing materials and touches of luxury, it’s designed to keep you comfortable in the wild.

2021

Jaktar

Engineered for Exploration

The Jaktar boat is built to explore the hidden coastlines, fjords and rivers of the far north. Every detail is finely tuned for adventure, from the shape of the hull to the glass in the cockpit. Made with high-quality, hard-wearing materials and touches of luxury, it’s designed to keep you comfortable in the wild.

Scope

Design Strategy
Naming
Tagline
Copywriting
Visual Identity
Art Direction
Graphic Design
Motion Design
Type Design

The name Jaktar is developed from the common term for seafarers in the 19th century – Jack Tars.

01

Insight

The boat is inspired by remote Scandinavian landscapes that are only accessible by sea. This is not a boat for cruising the French Riviera: it’s designed to take you deep into the unknown, on new adventures in the wild. It’s about two things: precise engineering, and the spirit of adventure.

02

Concept

The concept – Engineered for Exploration – captures the single truth at the heart of the company. It led to the development of the name, Jaktar, which has roots in seafaring exploration in the 19th century. The concept created a solid foundation for the brand, putting engineering and adventure at its core.

03

Solution

The brand symbol forms a ‘J’ from the shape of the boat’s bow. The word mark, bespoke typeface and the angle device are all developed from the precisely engineered angles of the boat’s design. And the colour palette was chosen to blend into the natural environment, creating a solid, carefully engineered brand that’s built to last.

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A desaturated colour palette matches the natural environment the boat is made for, with a flash of orange inspired by life vests and buoys.

The precisely engineered angles of the boat form the basis of the brand – from the design of the word mark to the two typefaces, Jaktar Display and Jaktar Display Mono.