O&L Leisure embarks on rebranding

O&L Leisure, a subsidiary of the Ohlthaver & List (O&L) Group, has launched a rebrand, positioning 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, the company said following the rebranding exercise.

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. This rebrand positions us to speak directly to our new audience and convey the luxury, authenticity and world-class standards we uphold across all our properties. "Our guests will know that no matter which O&L Leisure property they visit, they will experience the same exceptional standard.”

Unique brand

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 own unique appeal, the golden thread throughout will now be more visible than ever. Our new brand is a promise to our guests that they will enjoy world-class service, comfort, and authenticity, wherever they choose to stay,” Thieme said.

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.

The rebranding is seen as a crucial part towards achieving O&L’s stated strategic objective, Thieme said.

“Our new brand is a crucial part of O&L’s Vision for 2029. We are committed to providing exceptional guest experiences while creating a work environment that empowers our team to grow and thrive. By elevating our brand and service, we are not only showcasing the best of Namibia to the world, but we are also contributing to our long-term financial goals and ensuring each property operates at the highest standards of efficiency and excellence.”