Luxury travel pioneer Abercrombie & Kent (A&K) has undergone a complete brand transformation, blending its heritage of adventure with a refined aesthetic tailored to today’s discerning traveller.

The rebrand introduces a new tagline, Life, Well-Travelled, which encapsulates the company’s commitment to creating extraordinary travel experiences that leave a lasting impact.

A new chapter in experiential luxury travel

A&K’s global team of journey designers is curating an exclusive collection of immersive, high-end travel experiences that set new benchmarks in experiential luxury. The company remains committed to A&K Philanthropy (AKP), an integral part of its identity, with a refreshed look and website reinforcing its mission to support communities and conservation initiatives in the destinations it serves.

A modern and evocative visual identity

A&K’s new visual identity, developed in partnership with New York-based design agency King & Partners, reflects both sophistication and adventure. The centrepiece is a sleek monogram inspired by the classic compass, symbolizing movement and the boundless opportunities that travel offers. The refreshed design conveys A&K’s enduring commitment to discovery and exploration.

The brand’s new colour palette takes inspiration from the landscapes it celebrates. Burnt Sienna, reminiscent of Moroccan terracotta and African sunsets, is complemented by neutrals like Linen, Canvas and Warm Sand. Onyx adds an element of sophistication, reinforcing the elegance synonymous with A&K’s luxury offerings.

A&K Sanctuary: A unified luxury portfolio

As part of the rebrand, A&K’s acclaimed Sanctuary Retreats collection has been reimagined as A&K Sanctuary. This strategic shift brings its luxury safari camps, lodges and riverboats under a unified brand, strengthening their association with A&K’s globally recognized name. The rebranding coincides with significant developments, including new builds, property renovations, and the launch of its first riverboat in Peru.

A seamless digital experience

A&K has streamlined its digital presence to provide an enhanced user experience. The company has consolidated its three consumer websites into a single, unified platform, offering travellers a seamless way to explore itineraries, find inspiration and connect with travel advisors. A cohesive presence across social media channels further reinforces the brand’s digital accessibility.

To enrich storytelling and content marketing, A&K has leveraged the expertise of former Condé Nast Traveler journalists and professionals with backgrounds at luxury brands such as Belmond, LVMH, and Soho House. This team ensures a compelling and sophisticated brand narrative across all channels.

Souvenir: A&K’s new travel magazine

A&K’s rebrand also introduces Souvenir, a premium travel magazine designed to inspire and transport readers through captivating narratives and stunning visuals. Featuring contributions from some of the world’s top travel writers and photographers, Souvenir showcases the destinations and experiences that define Life, Well-Travelled.

Source: Travelweek