Hapag-Lloyd Cruises Launches Exciting New Brand Identity for 2025

Hapag-Lloyd Cruises is gearing up for 2025 with a fresh brand identity aimed at enhancing the guest experience and reflecting modern design and marketing trends. With over 130 years of luxury and expedition cruising expertise, the company will roll out a new visual identity, a redesigned website, and an engaging marketing campaign called “Unforgettable – with all the senses” at the start of the year.

The new branding harmonizes traditional values with innovative concepts, reinforcing the company’s leadership in the luxury and expedition cruise market. Clas Eckholt, Vice President Commercial at TUI Cruises, emphasized that this initiative seeks to honor Hapag-Lloyd’s commitment to excellence while catering to the preferences of a younger audience. The brand’s new identity is meant to be timeless yet innovative, focusing on inspiration and welcoming new perspectives.

Among the updates is a new visual language featuring moments that feel both emotional and personal. The logo has been modernized, moving away from a boxed design to allow for more versatile application. It incorporates a simplified single-color style within Hapag-Lloyd’s established color palette of Sunset Orange, Ocean Blue, and the newly added Arctic White, inspired by the color schemes of its fleet, particularly the new expedition ships operating in polar regions.

The campaign “Unforgettable – with all the senses” will promote 21 selected voyages between June 2025 and March 2026. It will showcase dynamic visual content across several platforms like social media, newsletters, and both digital and print outlets, supported by a dedicated landing page on the updated website.

The redesigned website aims to provide a contemporary look with a more intuitive menu structure and a new content management system to simplify user navigation. These enhancements highlight Hapag-Lloyd Cruises’ commitment to innovation while affirming its position as a distinguished luxury and expedition cruise provider.

For more information, visit Hapag-Lloyd Cruises.

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