Abercrombie & Kent Unveils Full Brand Makeover
by Dori Saltzman
Luxury travel operator Abercrombie & Kent (A&K) has unveiled its complete brand overhaul, featuring a new logo and tagline that “heralds the start of an exciting new chapter.”
“Joining A&K, I quickly became obsessed with Geoffrey Kent’s founding act, and his ethos of ‘adventure by day, luxury by night’,” said Peter Chipchase, chief marketing officer at A&K Travel Group. “At the heart of the brand’s DNA is this original spirit of adventure and discovery but done in a beautifully elevated and curated way. Life, Well-Travelled is about unlocking a world of impossible possibilities – when you travel with A&K, you know you’re doing it right.”
At the heart of the brand’s new visual identity is a monogram, which A&K said, “draws inspiration from the timeless compass.”
“The clean, intersecting lines of the letters are representative of direction, movement, and the boundless possibilities of exploration… The radiating lines subtly suggest forward momentum…”
The rebranding of Sanctuary Retreats to A&K Sanctuary, which is undergoing a significant period of development with new builds, rebuilds, and the launch of its first riverboat in Peru, is another key element of the refresh.
Seamless Digital Journey
The refresh also includes a newly consolidated digital presence that encompasses a streamlined approach across all platforms.
A&K has combined content from three consumer websites into a single, unified .com platform. This global website offers a seamless experience for travelers, providing easy access to information and inspiration for planning dream journeys. The website also offers users the ability to create their own tailor-made journeys digitally to save to a book-it list to discuss with their travel advisor.
Souvenir: A&K’s New Magazine
Finally, the refresh also includes A&K’s brand-new magazine, Souvenir. Inspired by the power of mementos to evoke travel memories, the publication features captivating stories from some of the world’s leading travel writers and photographers. Dispatched to all seven continents, these storytellers have captured the essence of A&K’s adventurous spirit in fresh and engaging content.
“Souvenir will transport our audience to the heart of the A&K experience, immersing them in the destinations, cultures, and adventures that define ‘Life, Well-Travelled’,” said Chipchase.
