Abercrombie & Kent Unveils Top-to-toe Makeover and Fresh New Brand Identity

Pioneering luxury travel company Abercrombie & Kent has revealed a complete brand overhaul. The refresh captures founder Geoffrey Kent’s spirit of adventure - a spirit that has driven A&K since its founding in 1962 - while embracing a beautifully elevated aesthetic designed for the discerning modern traveller. A new tagline, Life, Well-Travelled, speaks both to the idea that travel gives us our most precious memories, and that to travel with Abercrombie & Kent is always to travel well.

"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."

The rebrand heralds the start of an exciting new chapter for Abercrombie & Kent. The company’s global team of journey designers are crafting and curating a collection of trailblazing adventures and highly exclusive experiences, which set a new standard for experiential luxury travel.

This commitment extends to A&K Philanthropy (AKP), a cornerstone of the brand and a pioneering force in community conservation. With a refreshed look and a new website, AKP is more dedicated than ever to positively impacting the lives and livelihoods in the communities where A&K travels.

A Visual Identity as Rich and Evocative as the World We Explore

The tagline is brought to life through a refreshed visual identity, developed in partnership with New York-based design agency King & Partners.

Central to the new visual identity is the sleek and modern monogram. This dynamic emblem of travel and discovery 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 design reflects both modern sophistication and the adventurous spirit for which A&K is renowned. The radiating lines subtly suggest forward momentum, embodying A&K's commitment to creating unforgettable journeys. More than a logo, the monogram serves as an invitation - a compass pointing toward extraordinary adventures.

Inspired by the world A&K unlocks, the colour palette features an elegant, elevated blend of warm tones and an exciting Burnt Sienna. Reminiscent of sun-drenched sands and the rich terracotta hues found throughout Morocco, it evokes the warmth of destinations like Egypt and Africa, two of A&K’s heartlands. The palette is rounded out by timeless neutrals like Linen, a hue reminiscent of the safari tents that embody A&K's adventurous spirit, and Canvas, reflecting the colour of the explorer's trusty travel bag, a symbol of A&K's enduring legacy of exploration. Warm Sand, echoing the sun-kissed beaches of the world's most sought-after destinations, and Onyx, representing the sophistication and timeless elegance that defines A&K's travel experiences, complete the palette.

A&K Sanctuary

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. This strategic move unifies the luxury safari camp, lodge, and riverboat portfolio, making each property a stand-out product in its own right, under the globally recognised Abercrombie & Kent name.

A Seamless Digital Journey, from Inspiration to Booking

Reflecting A&K's commitment to innovation and providing a best-in-class user experience, the refresh includes a newly consolidated digital presence. This encompasses a streamlined approach across all platforms, including a unified .com website and cohesive social media channels @abercrombiekent.

A&K has streamlined content from three consumer websites into a single, unified .com platform. This global website offers a seamless and immersive experience for travellers, providing easy access to information and inspiration for planning dream journeys. The world-class, industry-leading website also offers users the ability to create their own tailor-made journeys digitally to save to a book-it lists to discuss with their Travel Advisor.

A&K boasts a talented in-house marketing team with a wealth of experience from renowned brands. Leading journalists, formerly with publications like Condé Nast Traveler, now craft compelling editorial-driven stories that capture the essence of A&K's adventurous spirit and dedication to experiential luxury travel. This expertise extends to the team's senior members, who bring valuable experience from luxury hospitality leaders such as Belmond and Soho House, as well as lifestyle giants including LVMH, De Beers, Bally, and L'Oréal. This ensures a cohesive and impactful media and partnerships strategy, further elevating the A&K brand.

Souvenir: A&K's New Magazine 

The refresh also includes A&K's brand-new magazine, Souvenir. Inspired by the power of mementos to evoke cherished travel memories, this beautifully designed 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 Peter.

The media campaign has been handled by Havas Media UK, Abercrombie and Kent’s new agency of record since October 2024.

Abi Ward, deputy MD, Havas Media UK said, “’Life, Well-Travelled’ marks the start of an exciting new chapter for Abercrombie & Kent, with this new identity seamlessly blending the brand’s rich heritage and future-facing philosophy. We’re proud to support A&K in this journey, leveraging our strategic, data-driven expertise to connect its new vision with loyal and emerging luxury travellers across the globe.”