New branding has been unveiled by Celestyal Cruises as the Greek line seeks to target a millennial audience.

The brand was developed in consultation with Peter Economides, founder of Felix BNI, a specialist with global experience working with brands such as Apple, American Express, Coca-Cola and the Seychelles Tourism Marketing Authority.

A new logo is a modern interpretation of the iconic traditional windmills found across the Greek islands.

The new tagline – ‘Experience life, experience the journey’ – will also be introduced,

New livery will debut on the line’s newly-acquired flagship Celestyal Experience.

Chief commercial officer Leslie Peden said: “This is a most exciting time in our company’s history as we look to the future with the addition of the Celestyal Experience to our fleet.

“This was also the perfect time to re-examine our brand and to re-imagine it to be more reflective of our new direction and what today’s traveller is looking for from their travel experience.

“As we look to grow our audience, we are keen to capture more of a younger demographic including the key millennial audience.

“We feel that the new branding underscores key attributes of truly experiencing life through travel that resonates particularly well with millennials as well as our other key audiences.”

Economides added: “We wanted to capture the Greek DNA through the Greek love of life and to express it in a modernised interpretation of the brand design.

“We feel that this is the perfect springboard for Celestyal to speak directly to a millennial audience by emphasising the experience of life through a journey that Celestyal is uniquely qualified to deliver on.”