Elandra Yachts

Developing a prestige brand from scratch

Who helped Elandra Yachts develop “Inshore Elegance” and “Offshore attitude”?

Luxury and liveability. That’s what owners can expect when they take delivery of their Elandra Yacht. But what did startup boat builder Elandra expect when they appointed Onfire Design to build the Elandra brand?

“We knew Onfire from a previous business relationship and knew that they were, quite simply, as good as it gets in their business. They were professional, creative and very businesslike. They exceeded our expectations on every project. We could not be happier!” Luke Durman, Managing Director, Elandra Yachts.

Note: Appropriately, “Elandra” is the aboriginal word for “Home by the Sea”.

The Challenge

Elandra’s owners were familiar with the work of Onfire Design. They had no hesitation in briefing Onfire to prepare a total branding and communication package for their yachts. This included brand ID, website, Facebook, print advertising, boat show display and email promotional campaigns. Onfire’s specific challenge was to develop a unique ID that would establish the credibility of the new company and build a powerful brand for the future.

The Solution

Onfire Design developed a unique positioning for the versatile Elandra range. “INSHORE ELEGANCE. OFFSHORE ATTITUDE” perfectly summed up Elandra’s special attributes. Like a prestige “town & country” 4WD vehicle on land, an Elandra is an elegant luxury yacht when cruising close to shore and a powerful performer in even the most rugged conditions when at sea.