Abercrombie & Kent has revealed a complete brand overhaul. The refresh captures founder Geoffrey Kent’s “spirit of adventure” while embracing an elevated esthetic designed for the discerning modern traveler. Central to the new visual identity is a sleek and modern monogram alongside a new tagline, “Life, Well-Travelled.”
The brand refresh also includes a newly consolidated digital presence, encompassing a streamlined approach across all platforms, including a unified website and cohesive social media channels @abercrombiekent.
A&K has streamlined content from three consumer websites into a single, unified “.com” platform. This website offers a seamless and immersive experience for travelers, providing easy access to information and inspiration for planning journeys. It also offers users the ability to create their own tailor-made journeys digitally to save to a “book-it” list to discuss with their travel advisor. With a refreshed look and a new website, A&K Philanthropy (AKP) is more dedicated than ever to positively impacting the lives and livelihoods in the communities where A&K travels.
The refresh also includes A&K’s new magazine, “Souvenir,” which includes stories from 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."
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 recognized Abercrombie & Kent name.
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