Le Boat


Watching new ideas take to the water.

The international holiday brand LeBoat offers the largest fleet of custom built riverboats in Europe — and Europe’s number one leisure boating brand has over 40 years of experience in planning and providing the best holiday you can have on water.

We were recently called upon to rebrand them to help better tell their brand story across all customer touch points in their 1st rebrand for over a decade.

Most of the holiday industry is based on a very predictable ‘fly and flop’ model. Where the beach is the destination and holidaymakers imaginations can be checked in along with their bags at the airport.

LeBoat is different. 

Here, anyone can captain their own boat. No license or experience is required. It’s that simple. One comes aboard and the LeBoat team show you everything you need to know during one quick briefing and demonstration.

Then you’re off enjoying your holiday, it’s like driving a car, but much easier (and far more relaxing).

LeBoat is the leading brand in the sector, with the largest fleet in Europe.

With a thousand choices along Europe’s most beautiful waterways this is a holiday that enables you not only to relax in the company of your friends and family, but also to wake up with a different riverside view every morning.

Most of us lead increasingly busy lives. This is the antidote! A LeBoat trip is the fastest way to slow down.

We’re an innovative brand leading the sector — we’ve designed our own cruisers to give people an even more comfortable and conducive space to relax and entertain their friends and family — and now we’re redesigning the way we help people make the choice that’s best for them. This includes creating new ways of navigating our digital spaces as well as new design work in our marinas and offices around the world.


The choices open to holidaymakers on a LeBoat trip range from sampling local food and wine to playing host to a flock of flamingos.

Stopping whenever and wherever you want is all part of the fun on a boating holiday. People can enjoy visiting ancient castles, playing golf, cooling off in an outdoor swimming pool, or biking in the countryside.

It was this diversity of choice that was felt to be lacking in the previous branding and communications. That’s where we came in…

41 different boats are available, accommodating 2 to 12 passengers.

There’s never been a more exciting time for the brand. As we widen our ability to talk about the many facets of our offer, we make it easier for people to choose the holiday of a lifetime. The new strategic design work lays the foundation for a simpler and more effective way to reach further


SomeOne created an energetic new strategic approach for the TUI owned organisation.

A way of inviting people to open a conversation as well as a call to action.

‘Who’s onboard’ helps connect the many messages the brand needs to convey under a single point of view.

8% UP
Since rebrand: Year-on-year revenue is up 8%

SomeOne’s lead designer on the rebrand, Lee Skinner says of the new work ‘So many brands set out to be famous for just one thing — but LeBoat stood out as able to be many things to many people. So we’ve made it possible for stories to be tailored towards the foodies, the book worms, the hikers or the wine tasters. Each audience gets an approach bespoke to them, but when seen as a group, they effortlessly connect.’

The new visual brand identity sets out to broaden people’s horizons.

Few know that with zero boating experience they have the ability to visit waterways that lead to castles, Camembert and countryside rarely seen by those onboard the latest flight to Magaluf or screaming along the motorway.

LeBoat is part of the TUI Group

The extensive visual brand language is now rolling out across the brands many communication channels. From print to pixel to on the boats themselves…

With a full launch set for early in 2016, new brochures are already published and available online — the fleet itself is set to embody the brands improved customer centric thinking over the next 12 months.

TUI Travel is the world's largest travel company — with over 20,000,000 customers and 55,000 staff.

SomeOne founder, Simon Manchipp said of the work:
“At the heart of the world’s best brands is a common thread—Entertainment. Many of the best brands are those that are confident enough to introduce a sense of play into the way they connect with their audiences. LeBoat has embraced a more eloquent way to engage the masses, a lighter touch that is visually unfamiliar to the sector. The brand’s management are proving once again that this is the way to create monopolies in crowded marketplaces; make a stand, be noticed and deliver on your promises.’

A twelve month roll out programme is now underway across 9 territories across Europe.