Hapag-Lloyd Cruises Reveals Exciting New Brand Identity for 2025

Hapag-Lloyd Cruises, with over 130 years of tradition in luxury and expedition cruising, is preparing to embrace 2025 with a renewed brand identity aimed at enhancing guest experiences and updating its design and marketing strategies. This transformation includes new imagery, an updated website, and the launch of a marketing initiative titled “Unforgettable – with all the senses” at the start of the year.

The company’s newly crafted branding aligns established values with innovative ideas, solidifying its status as a leader in the luxury and expedition travel sector. Clas Eckholt, Vice President Commercial at TUI Cruises, emphasized that this initiative is meant to uphold Hapag-Lloyd’s tradition of excellence while appealing to a younger audience. The new identity combines timelessness with modernity, highlighting a commitment to inspiration and fresh ideas.

Key elements of the updated brand include a revitalized visual language focusing on personal and emotional moments, alongside a new, more simplified logo. This redesign introduces greater flexibility in application, maintaining a unified color palette of Sunset Orange, Ocean Blue, and an additional Arctic White, which reflects the fleet’s color schemes, especially those of the new expedition ships servicing the Arctic and Antarctic regions.

The reimagined brand identity will be showcased through the engaging “Unforgettable – with all the senses” campaign, featuring 21 selected voyages from June 2025 until March 2026. This campaign will utilize captivating visual content across various platforms, including social media and newsletters, with dedicated support from a revitalized website featuring a streamlined user experience.

With these changes, Hapag-Lloyd Cruises is set to reaffirm its commitment to innovation while continuing to provide distinguished luxury and expedition cruising experiences.

For further information, you can visit Hapag-Lloyd Cruises.

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