Abercrombie & Kent Reveals Its New Brand Identity

Pioneering luxury tour operator Abercrombie & Kent (A&K) has just unveiled a comprehensive revamp of its brand identity, blending its legacy of adventure with an elegant elevated aesthetic designed for the discerning modern traveler.

The refreshed identity pays homage to founder Geoffrey Kent’s original vision, which has guided A&K since its 1962 founding while redefining what it means to explore the world in style. The company’s new tagline, "Life, Well-Travelled", reflects both the transformative nature of travel, wherein we create our most cherished memories, and the notion that traveling with A&K is always to travel in an unrivaled fashion. 

"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 sweeping rebrand marks the beginning of an exciting new chapter for A&K. The company’s global team of journey designers is now designing and curating a fresh collection of groundbreaking adventures and highly exclusive experiences that set a new benchmark for experiential luxury travel.

A New Look for a New Era

A&K’s new tagline springs to life with an updated visual identity, created in collaboration with New York-based design agency King & Partners. At the heart of it, inspired by the timeless compass, is a sleek modern monogram that symbolizes travel and discovery. The new design features clean, intersecting lines that evoke direction, movement and limitless exploration. The radiating lines hint at forward momentum, reflecting A&K's dedication to crafting extraordinary journeys. More than just a logo, the monogram acts as an invitation and a compass guiding the way to unforgettable adventures.

The rebrand also introduces a sophisticated new color palette—an elevated blend of warm tones, which draws inspiration from the world of iconic destinations that A&K unlocks. The rich Burnt Sienna hue reflects the sun-drenched landscapes of Morocco, Egypt and Africa, while neutrals like Linen and Canvas nod to classic safari tents and the trusty travel bags of intrepid explorers. Warm Sand conjures images of idyllic beaches, while Onyx adds a touch of timeless elegance.

Refining the Digital Experience

In a move to enhance the traveler’s journey from inspiration to planning and booking, A&K’s brand refresh introduces a newly consolidated digital presence. This includes a streamlined approach across all platforms, featuring a unified website and cohesive social media channels @abercrombiekent.

The company has merged content from three consumer websites into a single, integrated .com platform. This global site offers travelers a seamless and immersive experience, with easy access to information and inspiration for planning their dream trips. The industry-leading website also allows users to digitally create personalized journeys, saving them to "book-it" lists to discuss with their Travel Advisor.

A&K’s in-house marketing team, comprised of professionals with extensive experience from prestigious brands, brings a wealth of expertise to its work. Leading journalists, formerly with high-profile publications, now craft compelling editorial stories that embody A&K's adventurous spirit and commitment to experiential luxury travel. Senior team members bring valuable experience from luxury hospitality brands like Belmond and Soho House, as well as lifestyle giants such as LVMH, De Beers, Bally and L'Oréal. This expertise ensures a cohesive and impactful media and partnership strategy that continues to elevate the A&K brand.

Introducing A&K Sanctuary

Another highlight of the rebrand is the evolution of Sanctuary Retreats into A&K Sanctuary. This portfolio of high-end safari camps, lodges and riverboats is in the midst of a period of development and transformation, including rebuilds, new builds and the debut of A&K’s first riverboat in Peru. This strategic decision brings together the luxury safari camp, lodge and riverboat portfolio, positioning each property as a distinctive offering while benefiting from the global recognition of the Abercrombie & Kent brand.

A&K’s New Travel Magazine

To further inspire travelers, A&K is also launching a new magazine alongside the brand refresh, called “Souvenir”. Inspired by the ability of mementos to evoke precious travel memories, this beautifully crafted publication will showcase fascinating stories from some of the world’s most acclaimed travel writers and photographers. Having journeyed across all seven continents, these talented storytellers, will evoke the essence of A&K’s adventurous spirit on the page with fresh, captivating 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.

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