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Luxury cruise line Hapag-Lloyd Cruises has unveiled a new brand identity in 2025 as it seeks to broaden its appeal to a younger demographic.

The brand refresh includes a new image library and a relaunched company, as well as the launch of a new omni-channel campaign, “Unforgettable with all the senses”, on 23 December.

“Our goal is to continue to set standards in luxury cruises and at the same time meet the growing expectations of younger target groups,” Vice President Commercial TUI Cruises Clas Eckholt said.

“Hapag-Lloyd Cruises is shaping the luxury of a new era. Today, it is increasingly defined as an individual, emotional and unique experience – a claim that our existing customers already experience and enjoy every day and that we now want to convey even more strongly to the outside world in order to appeal to new target groups. In this way, we are strengthening the Hapag-Lloyd Cruises brand and clearly highlighting its uniqueness.”

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In addition to the emotive new imagery and language, Hapag-Lloyd Cruises is also modernising its logo, freeing it from its “box” so it can be used more flexibly.

Colours sunset orange and ocean blue are complemented by arctic white for a more modern look, reflecting the look of the five ships in the fleet and the voyages of the new expedition ships to the Arctic and Antarctic.

“We want to inspire people with great emotions for our unique travel experience and make the feeling that our guests experience on board tangible for everyone,” Director of Marketing Ines Bizi said.

“We believe that there is nothing more luxurious than enjoying the here and now with all of your senses. We want to create moments for our guests that are special – and will remain so.”

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