New visual profiles, websites, social channels, brochures, booking material and adverts are being unveiled by HX and sister brand Hurtigruten ahead of the wave peak booking period.
New logos and distinct visual identities will differentiate the Norwegian sister brands in a bid to set them apart from rivals and strengthening their position as “global leaders in sustainable travel”.
The switch from Hurtigruten Expeditions to HX to distinguish itself from Norwegian coastal voyage operations under the guise of Hurtigruten was announced in September.
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Passengers will see HX’s rebrand with updates to uniforms, room key cards, crew name badges and water bottles over there next 12 months.
The fleet of six ships will be repainted and proudly sail under a new livery by the end of 2024.
Both websites have been redesigned to articulate their unique brand stories more clearly.
Visitors can now access HX’s revamped website HXexpeditions.com. Hurtigruten will use the original Hurtigruten.com address, where a split screen will guide visitors to either brand page until April.
While maintaining separate social channels since 2021, HX will transition across platforms from Hurtigruten Expeditions to HX Hurtigruten Expeditions. Both brands will update and align future content with the refreshed brand identity.
HX and Hurtigruten are wholly owned by Hurtigruten Group, forming a portfolio of sustainable travel brands that includes extensive land-based activities such as hotels, restaurants, and more through Hurtigruten Svalbard.
The group also holds a quarter share in Ecuador-based Metropolitan Touring, known for pioneering sustainable travel in the Galápagos Islands.
Group chief executive Daniel Skjeldam said: ”This marks a defining moment as HX and Hurtigruten embark on the next phase of their distinct journeys as leaders in global sustainable travel.
“HX’s rebrand solidifies our commitment to lead as the world’s most sustainable expedition cruise company.
“The refreshed brand reflects who we are and the values we live and breathe every day. We are dedicated to safeguarding the environments, wildlife, and communities central to our adventures.
“Our commitment to science and education not only fuels our curiosity but also ensures a mindful approach: it’s not solely about where we go, but how we get there.”
He added: “Though united by a mutual dedication to sustainability, each brand has its own, unique story to tell. Bringing their distinct identities to life is key to setting them apart, and essential for global audience growth.”