Case Studies

Carnival Cruise Line


Branding / Naming/ Environmental Graphics / Logo Design / Menu Design / Uniforms / Collateral / Copywriting

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Carnival Cruise Line, founded in 1972, is called “The World’s Most Popular Cruise Line,” and carries millions of passengers every year. Sister lines include Princess Cruises, Holland America Line and Cunard Line, among others.

Through the years, Canyon Creative has helped Carnival Cruise Line branding restaurants and other client-facing areas on the ships. Restaurants include Fat Jimmy’s C-Side BBQ, Bonsai Sushi, Cucina del Capitano, JiJi Asian Kitchen and the Seafood Shack. We also created branding for the photo experience, Sports Square, as well as the embarkation and marshalling areas.

Seafood Shack logo, branding designed by Canyon Creative for Carnival Cruise Line
Seafood Shack menu board
Seafood Shack chalk graphics designed for Carnival Cruise Line

Typically working from detailed inspiration from the Carnival marketing crew (and sometimes being left to our own devices), we created everything from names, logos, menus, signage, interior graphics and design, to uniforms, banners and more.

Asian Kitchen logo, Carnival Cruise Line branding created by Canyon Creative
Asian Kitchen menu

Our process for the restaurants started with researching everything we could about the particular theme or style of restaurant, as well as creating a detailed competition analysis. Often, we created huge mood boards for inspiration, drawing elements from the concepts to incorporate into our own names or designs.

Fat Jimmy's C-Side BBQ logo
Fat Jimmy's C-Side BBQ t-shirts
Fat Jimmy's C-Side BBQ branded apron
Fat Jimmy's C-Side BBQ branded baseball cap

Rationale for each branding concept was extremely important to Carnival Cruise Line as we didn’t have a chance to present the concepts to the head cheeses ourselves. The ideas had to speak for themselves.

The marshalling and embarkation areas presented a unique challenge. How to keep people engaged and entertained while waiting – kids and adults. We came up with three concepts that encouraged people to play guessing games where the answers would be around a corner or further down the line. All were ocean, travel or explorer themed and lots of fun.

Posters with a guessing game titled, what are your animal instincts?
A poster labeled Fun Facts! with guessing games.
A poster with asking trivia questions.
A poster with asking trivia questions.

For Sports Square, we were asked to create graphics for the elevator entrance and basketball court on the cruise ship Sunshine. It was important we presented a consistent look and feel to stay true to the brand guidelines. The basketball court art is an oversized element taken directly from the logo, that presents a bold and lively statement. The elevator area graphics offer the feeling of movement and excitement…get ready to play!

The deck of a Carnival Cruise Line ship featuring Sports Square
Sports Square branding concept
Sports Square basketball hoop concept.