Luxury travel company Abercrombie & Kent has unveiled a complete brand refresh, highlighting their adventurous spirit since founding in 1962. The new tagline, Life, Well-Travelled, emphasizes the rich experiences travelers can achieve with A&K.

The revitalization features a sophisticated aesthetic aimed at appealing to modern travelers. A&K’s Chief Marketing Officer, Peter Chipchase, noted that the rebranding maintains the core ethos of exploration echoed from its founder, Geoffrey Kent. The brand refresh signals a new chapter that includes exclusive adventures and dedication to community conservation through A&K Philanthropy.

New Visual Identity

The updated branding was developed with the design agency King & Partners, resulting in a modern monogram and an elegant color palette symbolizing A&K’s core values of luxury and exploration. This new visual language aims to enhance the identity of A&K while also incorporating elements that evoke some of the beautiful destinations A&K celebrates.

With an integrated digital presence that combines their websites into one, A&K aims to provide seamless travel planning and information access for their customers. The brand also introduces Souvenir, a new magazine that captures memorable travel stories to inspire adventurers globally.