New look, proven class: Hapag-Lloyd Cruises presents a fresh brand identity in the new year

Hapag-Lloyd Cruises combines over 130 years of experience in luxury and expedition cruises, with an array of modern impulses, and will kick off 2025 with a comprehensively revised brand identity. The focus is on the individual guest experience and a strong, contemporary and nuanced brand identity. The cornerstones of this transformation are new imagery, a website relaunch with a fresh look and feel, and the image campaign – “Unforgettable – with all the senses” – which will go live at the beginning of the new year.

Hamburg, 16 Dec. With its new brand identity, Hapag-Lloyd Cruises combines proven values with forward-looking ideas, thus underlining its role as a leading provider of luxury and expedition cruises. “Our aim is to continue to set standards in the world of luxury cruises while meeting the growing expectations of younger target groups,” says Clas Eckholt, Vice President Commercial TUI Cruises. “Hapag-Lloyd Cruises is redefining luxury for a new era. Today, luxury is increasingly being 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 communicate more strongly to appeal to new target groups. This will strengthen the Hapag-Lloyd Cruises brand and clearly highlight its exceptional uniqueness.”

Hapag-Lloyd Cruises is “out of the box” – in more ways than one
With its unique brand foundation and its new look, Hapag-Lloyd Cruises is clearly positioning itself as timeless, inspiring and open to new perspectives. In addition to the new imagery and visual language, which is much more emotional and characterised by personal moments, Hapag-Lloyd Cruises is also modernising the use of the logo – freeing it from its “box” so that it can be used more flexibly in future and in a single colour within the binary corporate colour scheme. The familiar colours of Sunset Orange and Ocean Blue are joined by Arctic White for a modern look, which is inspired by the colour of the five ships in the fleet and the cruises of the new expedition ships to the Arctic and Antarctic. “More than 130 years of experience, excellent artisanship and a sense for the individuality of each and every guest is what defines us. Our new brand identity emphasises this brand foundation and the values associated with it. We wish to inspire people with our unique travel experiences and the powerful emotions that our guests experience on board – and make that feeling tangible for everyone,” says Ines Bizi, Director Marketing Hapag-Lloyd Cruises. “We believe that there is nothing more luxurious than savouring the here and now with all the senses. We want to create moments for our guests that are special – and stay special.”

A grand performance and year-end finale
The new brand identity will be used for the first time in the 360-degree image campaign “Unforgettable – with all the senses”, which will be shown to end customers from 2 January onwards. The increased focus on moving images across all channels evokes travel dreams and allows the Hapag-Lloyd Cruises brand to take centre stage. The campaign comprises a total of 21 cruises between June 2025 and early March 2026. 

“Unforgettable – with all the senses” will be featured across various channels – social media, newsletters and other digital and analogue media as well as a landing page on the newly designed website. Interested guests can find more information about the cruises at
www.hl-cruises.com/senses. Travel agency partners will receive customised sales support as well as POS packages with a sales campaign folder, posters, selling tips and social media content.

Relaunch of the website
The new brand identity is also accompanied by the relaunch of the website with a new look and feel. A modern design in a more casual layout, a significantly reduced menu for clearer and easier navigation and a new content management system in the background comprise the most important changes. The new structure of the site not only enables the use of large stages for moving images but is also an inspiring showcase for the exceptional cruises on offer. With attention to detail and finesse, guests will sense and feel the long-standing experience of Hapag-Lloyd Cruises while the communication measures are revived in a youthful and more nuanced manner.

About Hapag-Lloyd Cruises
Hapag-Lloyd Cruises is considered the leading cruise brand in the luxury and expedition sector in German-speaking countries. The fleet currently includes five ships. Hapag-Lloyd Cruises' ships are small, individual and outstanding in their class: The luxury ships EUROPA and EUROPA 2 are complemented by the ultra-modern new expedition class consisting of HANSEATIC nature, HANSEATIC inspiration and HANSEATIC spirit. All five ships in the fleet are the only ones to be awarded the top rating of five stars by Insight Guides 2025.

Since 2020, the Hapag-Lloyd Cruises brand has been part of TUI Cruises GmbH, one of the leading cruise operators in German-speaking countries. The joint venture between TUI AG and the US cruise company Royal Caribbean Cruises Ltd. also operates the Mein Schiff fleet with currently seven cruise ships. TUI Cruises employs around 750 people in Hamburg and Berlin.

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