Latin Routes has unveiled the first rebrand since its launch in 2012, along with a “cutting-edge” new website.
The specialist said the refresh highlights the Latin America operator’s evolution since it was founded as an Argentina specialist by Martin Johnson and Jessica Dennison in 2012.
The new branding aims to reflect the development of Latin Routes into the premium sector, with a new colour palette, fonts, imagery and the adoption of the toucan as its new icon.
Taking more than a year, the development of the new website has created a more structured content layout, with a quick itineraries section, interactive maps and a day-by-day listing of each holiday to support a smooth customer experience.
A new trade marketing hub will be added in the coming weeks, and new marketing assets will follow throughout the year.
The company’s sister brand, Polar Routes, is undergoing similar changes, with a brand refresh and new website due in the coming months.
Felipe Francisco, head of marketing, said: “After 13 years of enticing our clients and supporting trade partners with all things Latin America, it was time to reshape our branding strategy to better reflect our position and our direction as the Latin America specialists.
“The new look and feel better reflects our customer base and growth ambitions, whilst our commitment and passion to Latin America remains unchanged, and it’s still at the heart of our brand identity.”
Jessica Dennison, director and co-founder, added: “This was a result of an immense amount of work from our entire team and marks the beginning of an entire new chapter for Latin Routes.
“The new branding enables us to take the next step forward on our journey and improve the experience for our clients and trade partners.”