Hapag-Lloyd Cruises, a company with 130+ years of expertise in luxury and expedition cruising, is set to enter 2025 with a revitalized brand identity aimed at enhancing the guest experience while embracing contemporary design and marketing approaches. This comprehensive transformation incorporates new imagery, a refreshed website, and a marketing campaign titled “Unforgettable – with all the senses,” which will launch at the start of the year.
The revised branding blends established values with innovative ideas, reinforcing the company’s position as a leader in the luxury and expedition travel market.
Clas Eckholt (Vice President Commercial at TUI Cruises/parent company) noted that the initiative is designed to uphold Hapag-Lloyd Cruises' tradition of excellence while addressing the evolving preferences of a younger demographic. The revamped identity positions the brand as timeless yet forward-thinking, emphasizing inspiration and openness to new perspectives.
Key updates include a refreshed visual language characterized by emotional and personal moments and a modernized logo freed from its previous boxed design.
The redesign allows for greater flexibility in its application, incorporating a simplified, single-color style within the company’s established palette of Sunset Orange, Ocean Blue, and the newly introduced Arctic White. The latter draws inspiration from the color schemes of the fleet, particularly the new expedition ships that navigate the Arctic and Antarctic regions.
The reimagined brand will debut through the 360-degree campaign, “Unforgettable – with all the senses,” showcasing 21 select voyages scheduled between June 2025 and March 2026. The campaign focuses on engaging visual content across multiple platforms, including social media, newsletters, and both digital and print media, supported by a dedicated landing page on the revamped website.
The redesigned website features a modern aesthetic, a simplified menu structure for easier navigation, and a new content management system, ensuring a streamlined user experience. This comprehensive update underscores Hapag-Lloyd Cruises' commitment to innovation while maintaining its status as a distinguished provider of luxury and expedition cruising.