A&K unveils a complete brand overhaul, new magazine

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&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 recognized 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.

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.