For Immediate Release : Latin Routes Unveils First Brand Refresh in 13 years.
Latin Routes announced today its new visual identity, as well as a cutting-edge new website. 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 www.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.
For further information or comments, please contact Felipe Francisco on 07477473311 or by email felipe.francisco@latinroutes.co.uk.
FAQs
1. What is included in Latin Routes' brand refresh?
The brand refresh includes a new visual identity, featuring a modern colour palette, updated fonts, fresh imagery, and a new toucan icon. It also introduces a completely redesigned website with improved layout and user experience.
2. Why did Latin Routes decide to rebrand now?
After 13 years of growth and evolution—from a specialist in Argentina to a leading tour operator across Latin America—Latin Routes refreshed its brand to reflect its position in the premium travel sector and to align with its future ambitions.
3. What does the toucan symbolise in the new branding?
The toucan, one of Latin America’s most iconic animals, represents curiosity, charm, and playfulness—qualities that align with Latin Routes’ personality and mission. It serves as a fitting icon for the brand's vibrant and adventurous spirit.
4. What’s new on the Latin Routes website?
The new website includes:
A cleaner, more structured layout
A Quick Itineraries section
Interactive maps
Day-by-day listings for each holiday
These enhancements are designed to improve both customer experience and travel agent usability.
5. Are there plans to update other parts of the business?
Yes. A new Trade Marketing Hub will be launching in the coming weeks, with additional marketing assets rolling out throughout the year. Latin Routes’ sister brand, Polar Routes, is also undergoing a brand refresh and new website launch soon.
