CunardWhite
CunardWhite is a fictional luxury cruise brand created for case studies and speculative scenarios illustrating branding and heritage in the maritime industry. It is described as a joint venture that blends Cunard Line’s transatlantic legacy with design sensibilities associated with the White Star lineage, aiming to offer traditional maritime elegance alongside modern sustainability.
Overview and branding philosophy
CunardWhite emphasizes formal, guest-centered service, expansive public spaces, and enrichment programs that celebrate maritime history, music,
The concept of CunardWhite appeared in branding exercises in the early 2020s. It was envisioned as a
In the hypothetical scenario, CunardWhite operates a mixed fleet of refurbished grand liners and modern vessels.
The brand emphasizes curated onboard programs—lectures on maritime history, chamber music performances, and culinary collaborations with
CunardWhite is portrayed as pursuing sustainable cruising practices, including energy-efficient propulsion, shore power where feasible, and