O&L Leisure unveils new brand identity
Designed to appeal to a premium, international market
The new brand, featuring a sleek and refined logo, captures the spirit of O&L Leisure's dedication to authenticity, care and passion.
O&L Leisure, a subsidiary of the Ohlthaver & List (O&L) Group, has announced its rebranding as part of a strategic move to position itself as a premium provider of authentic, luxury travel experiences.This transformation aligns with O&L Leisure’s evolving vision and growth strategy, reflecting its commitment to offering world-class service while maintaining deep connections to its Namibian heritage.
According to the company, the new brand, featuring a sleek and refined logo, captures the spirit of O&L Leisure’s dedication to authenticity, care and passion.
Designed to appeal to a premium, international market, the rebrand underscores O&L Leisure’s ambition to elevate its offerings while remaining true to its Namibian roots.
Sven Thieme, managing director of O&L Leisure and executive chairman of the O&L Group, elaborated on the rationale behind the rebranding.
“As we expand our reach and transition into the premium and super-premium markets, we recognise the need to refine our brand to reflect our new audience.”
He said the rebrand positions them to speak directly to their new audience and convey the luxury, authenticity and world-class standards they uphold across all their properties. “Our guests will know that no matter which O&L Leisure property they visit, they will experience the same exceptional standard.”
Genuine experiences
The rebranding is also a pivotal part of O&L Leisure’s broader strategy as it prepares to grow its portfolio. The new identity reflects a unified promise across all O&L Leisure properties, ensuring a consistent, premium guest experience while allowing each location to retain its unique charm.
“With our expansion plans, we are committed to maintaining one consistent standard across all properties. While each destination - whether it’s Chobe Water Villas or Mokuti Etosha - has its unique appeal, the golden thread throughout will now be more visible than ever,” said Thieme.
He said their new brand is a promise to their guests that they will enjoy world-class service, comfort and authenticity, wherever they choose to stay.
The new logo reflects this refined approach, combining modern sophistication with a deep respect for the brand’s Namibian heritage. Retaining the iconic '1919' symbol, the logo emphasises O&L’s legacy while embracing a minimalist and elegant design.
The new tagline, 'Namibia Through Our Eyes', encapsulates O&L Leisure’s mission to provide genuine, unfiltered experiences that connect guests to the heart of Namibia.