Luxury travel company Abercrombie & Kent (A&K) has announced a complete brand overhaul, introducing a refined visual identity and the tagline Life, Well-Travelled.
The refresh was created to “capture founder Geoffrey Kent’s spirit of adventure while maintaining its commitment to adventure and luxury”.
A&K Chief Marketing Officer Peter Chipchase says, “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”.
The rebrand “highlights A&K’s focus on innovation while preserving its reputation for high-end travel” and includes A&K Philanthropy (AKP).
“With a refreshed look and a new website, AKP continues its dedication to positively impacting the lives and livelihoods of the communities where A&K travels.”
The rebrand includes a new monogram and warm tones reflect the landscapes of A&K’s key destinations, from Morocco’s rich terracotta tones to the landscapes of Egypt and Africa.
The rebrand includes the transition from Sanctuary Retreats to A&K Sanctuary, a portfolio of lodges, safari camps, and riverboats.
As part of its modernisation, A&K has consolidated its digital presence, merging all websites onto the single abercrombiekent.com platform. The updated and rebranded site provides an intuitive experience, allowing travellers to create tailor-made journeys to save to book-it lists to discuss with their travel advisor.
A&K has also introduced Souvenir, a travel magazine featuring stories from leading journalists and photographers. The publication aims to offer insight into the destinations and experiences that define Life, Well-Travelled.
“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’,” says Chipchase.
For more information, visit abercrombiekent.com.
