Abercrombie & Kent unveils refreshed branding

Abercrombie & Kent has unveiled a new brand identity designed to “capture founder Geoffrey Kent’s spirit of adventure”.

 

The rebrand is centred around a new tagline, ‘Life, Well-Travelled’, and features an updated logo that has been designed to represent direction, movement and “the boundless possibilities of exploration”.

 

The operator has also introduced a new colour palette inspired by various destinations and travel styles. The warm tones are said to pay homage to Egypt and Africa, two of A&K’s top destinations, while the neutral colours reflect its safari roots.

 

The refresh also involves various digital updates, including a more streamlined website and cohesive social media channels that sit beneath the same username.

 

Alongside this, the operator will launch a new magazine. Souvenir will feature the work of travel writers and photographers to “evoke cherished travel memories”. It will be published annually and distributed to the operator’s top clients. 

 

Peter Chipchase, Abercrombie & Kent Travel Group’s chief marketing officer, said: “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.

 

“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’.”

 

The brand overhaul follows the operator’s decision to rebrand its collection of safari lodges and riverboats from Sanctuary Retreats to A&K Sanctuary at the end of last year.