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Client
Blue Nautical Ways Shipping Company Ltd.
Client
Blue Nautical Ways Shipping Company Ltd.
Alexa of London is a 37.5-meter gaff-rigged sailing yacht, designed after King George III’s royal yacht Britannia. New ownership called for a fresh vision and update to her timeless charm.
The goal was not just luxury, but a sailing experience that creates space for both personal connection and the thrill of exploration.
Lazy snail was invited to relaunch Alexa’s experience, from brand positioning within the crowded luxury charter field to every detail of the physical and experiential journey for her eight guests. A new story emerged around “slow yachting”: sailing with intention, in harmony with nature, and fully in the moment.
A new logotype shaped like a yacht seen from above combines with a soft, nature-inspired palette and playful assets, extending across print, web, and onboard experiences.
From printed brochures and photography to interior, web, and food & beverage design, we created a cohesive and consistent world that tells the story of Alexa from start to finish.
We collaborated with an interior design team to carefully select our onboard materials and finishes.
Natural textures, calming tones, and soft surfaces help create a peaceful space for guests in which every detail must exceed expectations.
We chose to partner with a curated selection of European artists and craftspeople, such as Danish paper artist Vicky Zoé, whose delicate organic shapes are featured below deck, and whose custom tealight holders go home with each guest as a personal gift.

Custom tableware produced by Greek ceramicists provides a backdrop for Alexa’s food and beverage concept, inspired by the cultures of the Mediterranean and designed by a US chef who specializes in showcasing fresh, seasonal ingredients.
Every detail of the service was considered to enhance the enjoyment of the best ingredients, simply and perfectly prepared, in the company of family and friends.
On Alexa, comfort is felt in the details. Next to the skin, guests enjoy soft fine linens, decadent alpaca throws, and cozy custom beach towels that bring the Alexa experience ashore.
Alexa wouldn’t be Alexa without her crew.
We paid special attention to the crew’s uniforms, making sure they not only look good but deliver comfort and performance, providing both simple elegance and the ease of movement necessary for a demanding sailing environment.
As the season closes, we’ll be sharing a short film that captures the full experience. Stay tuned for more to come on the Alexa story.
COLLABS:
Interior Design: Demi Tsirigotaki & Yula Vourli, F&B: Phillip Clayton
COLLABS:
Interior Design: Demi Tsirigotaki & Yula Vourli, F&B: Phillip Clayton
COLLABS:
Interior Design: Demi Tsirigotaki & Yula Vourli, F&B: Phillip Clayton