Chesapeake Light Craft

Your beginning matters.

"Old men ought to be explorers
Here and there does not matter
We must be still and still moving
Into another intensity
For a further union, a deeper communion
Through the dark cold and empty desolation,
The wave cry, the wind cry, the vast waters
Of the petrel and the porpoise,
In my end is my beginning."
-T.S. Elliot, East Coker

Chesapeake Light Craft makes boat building kits. Not the tiny model boats you can get from craft stores—actual life-size sailboats and kayaks that you can build yourself and paddle away in. You can get one of their affordable kits delivered to your home anywhere in the world, and they even promise some models can be made in a hi-rise apartment and lowered down through a window. It's easy to see that they are truly a company that loves what they do and wants you to be a part of it by the lengths they go to make the boat-building process easy and enjoyable.

Chesapeake Light Craft logo

As I skimmed through their catalog of kits in every imaginable model, I found myself wondering: Why would anyone spend weeks and months building a boat when you could just buy one and take it out this weekend?

Chesapeake Light Craft wordmark sketches
Chesapeake Light Craft wordmark
Chesapeake Light Craft stationery

But the more I became familiar with who Chesapeake Light Craft was as a company, the more I realized that they don't just want you to have a beautiful boat, they want you to find beauty in the process of building one yourself.

Chesapeake Light Craft research
Chesapeake Light Craft wordmark research

Chesapeake Light Craft believes that you get a better product when you build it yourself, not just because you know every minute detail so well that you are nearly part of the boat itself, but because you took the time and made the effort to create something meaningful to you rather than having consumed something off a shelf. Their product is powerful in the hands of everyone it meets because it creates a sense of pride and accomplishment, sometimes even welding relationships along the way.

Chesapeake Light Craft pamphlet cover
Chesapeake Light Craft pamphlet spread 1
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Chesapeake Light Craft pamphlet back cover

I think it's important to remember that there is work to be done simply for ourselves. Henry Ford said, "Chop your own wood, and it will warm you twice." In the same way, it seems building your own boat takes you on two journeys: one to the water, and one through it.

The difference a Chesapeake Light Craft boat makes is the way you feel when you first put your boat in the water—the way you begin your journey. The customer stories prove it is unmatched by any other boat you could purchase.

Chesapeake Light Craft champagne bottles

Despite the challenges that await you, Chesapeake Light Craft truly believes it is worth it to build your own boat, and they are always willing to help. All you have to do is begin.

Chesapeake Light Craft champagne bottles
Chesapeake Light Craft blue champagne bottles
  • Brand Innovation Strategy
  • Rebranding & Collateral
  • Editorial Design
  • Packaging

This was a student project, regrettably, completed in Spring 2013.