Cover-More Travel Insurance, Australia's leading travel insurance and assistance provider since 1986, has unveiled a refreshed brand identity.

The new identity, developed in collaboration with branding design agency Principals and its specialist brand voice studio XXVI, aims to shift the perception of travel insurance from a 'grudge purchase' to a product associated with the joy of travel and worry-free experiences.

The rebranding is anchored in the company's promise of 'more care, more cover, for all' and calls for travellers to 'worry less'. The updated brand identity features vibrant new colours, a revamped logo, graphic devices, illustrations, icons, and authentic photography.

A brand campaign, developed with Howatson+Company, will roll out across TV, out-of-home advertising, print, online, and socials in the coming weeks.

"In the years since the pandemic, our customers have embraced tourism with fresh vigour and a renewed passion and appetite to expand their horizons. Whether that’s experiencing different cultures, catching up with loved ones or savouring new tastes, wanderlust is taking them all over the world – to parts known and not," said Chris Noble, Group Chief Marketing Officer, Cover-More Travel Insurance.

Noble added, "Travel insurance can sometimes be seen as a ‘grudge purchase’, but we wanted to capture the feeling of celebration that comes with knowing you have a safety net to embolden your travels, not only with our policies but with extras such as our free travel assistance app. For us, it’s about showcasing the essence of travel as a joyful, inspiring and inclusive experience, one where you can rest assured Cover-More is there for you every step of your journey."