Hapag-Lloyd Cruises Introduces Modernized Brand Identity for 2025

Hapag-Lloyd Cruises, with over 130 years of expertise in luxury and expedition cruising, is gearing up for 2025 with a refreshed brand identity. This transformation seeks to enhance guest experiences while integrating contemporary design and marketing strategies. Central to this revamp is the launch of a new marketing campaign titled “Unforgettable – with all the senses,” which will debut at the new year.

The updated branding harmonizes traditional values with innovative concepts, reinforcing Hapag-Lloyd Cruises’ leading position in the luxury and expedition travel sector. Clas Eckholt, Vice President Commercial at TUI Cruises, emphasized that the initiative aims to continue the brand’s tradition of excellence while appealing to a younger audience. The new identity is designed to be both timeless and progressive, reflecting inspiration and openness to new experiences.

Significant changes include a modern visual language that highlights emotional and personal moments, along with a revamped logo that forgoes its old boxed design. This new approach allows for greater versatility, utilizing a streamlined single-color style within the company’s color palette of Sunset Orange, Ocean Blue, and the newly added Arctic White, inspired by the ship’s color schemes that travel to the Arctic and Antarctic.

The reimagined identity will roll out through the “Unforgettable – with all the senses” campaign, showcasing 21 select voyages between June 2025 and March 2026. This campaign will leverage engaging visual content on various platforms such as social media, newsletters, and both digital and print media, complete with a dedicated landing page on the new website.

Additionally, the redesigned website offers a modern look, a more intuitive navigation menu, and a contemporary content management system, all aimed at optimizing user experience. This comprehensive update reaffirms Hapag-Lloyd Cruises’ dedication to innovation, while maintaining its esteemed reputation in luxury and expedition cruising.

For more information, visit Hapag-Lloyd Cruises and the Cruise Industry.

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