Latin Routes reveals first brand refresh in its 13-year history

The brand refresh highlights the evolution of the Latin America specialist tour operator founded by Martin Johnson and Jessica Dennison in 2012, from its beginning as an Argentina specialist, to its impressive growth over the years to become an award-winning and leading tour operator.

The new branding reflects the growth and 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. One of Latin America’s most beloved animals, toucans’ curious, playful, and charming personality are a great symbol of Latin America and perfectly aligns with Latin Routes’ brand identity.

The concept and build of the new website took over a year, the result is a much 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.

To ensure the brand refresh reflected the company’s core values, Latin Routes built the entire activation in-house alongside an award-winning agency to support with the development of its cutting-edge website.
 
“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.” said Felipe Francisco, Head of Marketing.

"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: “We are delighted to finally reveal our new branding and website. 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.

"As a business we always strived to be at the forefront of travel trends, the new branding enables us to take the next step forward on our journey and improve the experience for our clients and trade partners.’’
 
Latin Routes’ new website is now live at latinroutes.co.uk. 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.