13 years since launching as an Argentina specialist, Latin Routes' head of marketing has said "it was time to reshape" the operator's approach
The new branding hopes to push Latin Routes further into the premium travel space.
Felipe Francisco, the operator's 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."
Latin Routes has now adopted the toucan as its new icon, said to embody the brand and the bird's shared curiosity, playfulness and charm.
Felipe continued, "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, who co-founded the brand with Martin Johnson in 2012, 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."
The operator has confirmed a new Trade Marketing Hub will be unveiled on its new website in the coming weeks, with a similar refresh to sister brand Polar Routes also expected.