Hapag-Lloyd Cruises, with over 130 years of experience in luxury and expedition cruises, combines tradition with new ideas and begins 2025 with a completely renewed brand identity.
The focus will be on the individual guest experience and a strong, contemporary brand identity. The pillars of this transformation include new visuals, a redesigned website, and the branding campaign titled “Unforgettable: With All the Senses,” which launches at the start of the new year.
With this new identity, Hapag-Lloyd Cruises combines proven values with future-oriented ideas. “Our goal is to continue setting standards in the world of luxury cruising while responding to the growing expectations of younger demographics,” says Clas Eckholt, Commercial Vice President of TUI Cruises.
“Hapag-Lloyd Cruises is redefining luxury for a new era. Today, luxury is increasingly understood as an individual, emotional, and unique experience—something our current customers already enjoy daily and which we now want to communicate more effectively to attract new audiences. This will strengthen the Hapag-Lloyd Cruises brand and clearly highlight its exceptional uniqueness.”
With a unique brand foundation and a fresh new look, Hapag-Lloyd Cruises is modernizing its logo, freeing it from its traditional constraints to make it more flexible and applicable in a monochromatic scheme within its binary corporate colors. The familiar Sunset Orange and Ocean Blue are joined by Arctic White, creating a modern style inspired by the fleet's five ships and the new Arctic and Antarctic expedition cruises.
“More than 130 years of experience, artisanal excellence, and a focus on the individuality of each guest define us. Our new brand identity underscores this foundation and the associated values. We want to inspire people with unique travel experiences and the powerful emotions our guests experience on board, making them tangible for everyone,” says Ines Bizi, Marketing Director of Hapag-Lloyd Cruises.
The new brand identity debuts with the 360-degree image campaign “Unforgettable: with all the senses”, with a special focus on moving images across all channels, evoking travel dreams and placing the Hapag-Lloyd Cruises brand as the protagonist.
The campaign includes a total of 21 cruises between June 2025 and early March 2026, and will be promoted across various platforms: social media, newsletters, digital and analog media, as well as a landing page on the revamped website.
The new brand identity is accompanied by a website relaunch with a refreshed design. This includes a modern layout, a more casual appearance, a significantly simplified menu for easier navigation, and a new content management system.
The new website structure not only allows for the use of large-format, dynamic images, but also serves as an inspiring showcase for the exceptional cruises offered. With attention to detail and refinement, website visitors will perceive Hapag-Lloyd Cruises' long-standing expertise, while communication efforts are revitalized with a youthful and nuanced approach.
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