Club Med Unveils New Brand Identity, Sustainability Efforts

Club Med announced a new modernized brand identity that provides a more premium, family-friendly and eco-conscious experience.

The resort company’s new brand identity offers a unique differentiation in the market, highlighted by a new campaign, dubbed “That’s L’Esprit Libre.” Club Med is also enhancing all consumer communication touchpoints with refreshed logos, iconography and color palettes.

The changes will be visible from its website and emails to the ‘My Club Med’ app and in-resort signage to reflect its new identity both in the resorts and outside. The brand has also evolved into more upscale properties with its recent Exclusive Collection portfolio launch.

“Our new brand positioning takes inspiration from our long-standing 73-year history and iconic advertising campaigns, reinforcing our pioneering essence as well as our forthcoming journey with simplicity, modernized luxury and playfulness,” Kevin Armstrong, Senior Director of Brand & Communications for Club Med North America and the Caribbean, said.

Club Med also put significant focus on sustainability efforts dedicated to responsible tourism, including eliminating single-use plastics, energy management and cultural preservation.

Over the next two years, the resort brand will prioritize local sourcing, combat food waste, create the Club Med RecycleWear collection, fund turtle protection programs and expand its “Happy to Care” program.

“Throughout our 73-year history, we’ve watched our brand redefine the all-inclusive concept and evolve into a product that prioritizes simple luxuries that are ultimately the most meaningful for travelers,” Club Med North America and the Caribbean President and CEO Carolyne Doyon said.

“Therefore, we find it important to look back on our roots and pay homage to what has made Club Med what it is today: delivering unique experiences in desirable locations with moments of togetherness, personalization, and opportunities to create life long memories to ensure our guests enjoy the feeling of being completely carefree,” Doyon continued. “That’s L’Esprit Libre.”

The company operates nearly 70 all-inclusive resorts around the world, with an average of 3-5 new resort openings or renovations per year. To accelerate growth, Club Med is prioritizing expanding its Exclusive Collection portfolio by opening more properties and spaces within its four-star resorts.