Luxury journey firm Abercrombie & Kent presents a whole brand refresh that really embodies the spirit of journey that spurred on its founder Geoffrey Kent.
The revitalised brand likewise sports activities a superbly elevated aesthetic designed for the discerning fashionable traveller within the modern age.
The firm’s new tagline, Life, Well-Travelled, calls to thoughts the notion that journey provides us our most valuable reminiscences, and that to journey with Abercrombie & Kent is to at all times journey nicely.
A&Ok Travel Group chief advertising and marketing officer Peter Chipchase defined: “Joining A&K, I quickly became obsessed with Geoffrey Kent’s founding act, and his ethos of ‘adventure by day, luxury by night.’ 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.”
Opening a new chapter
The rebrand heralds the beginning of an thrilling new chapter for Abercrombie & Kent.
The firm’s world workforce of journey designers are crafting and curating a assortment of trailblazing adventures and extremely unique experiences, primarily setting a new commonplace for experiential luxurious journey.
This dedication extends to A&Ok Philanthropy (AKP), a cornerstone of the brand and a pioneering pressure in group conservation.
With a refreshed look and a new web site, AKP is extra devoted than ever to positively impacting the lives and livelihoods within the communities the place A&Ok travels.
A richly evocative visible identity
The tagline is delivered to life by way of a refreshed visible identity, developed in partnership with New York-based design company King & Partners.
Central to the new visible identity is the smooth and fashionable monogram: this dynamic emblem of journey and discovery attracts inspiration from the timeless compass.
The clear, intersecting traces of the letters are consultant of path, motion, and the boundless prospects of exploration.
The design displays each fashionable sophistication and the adventurous spirit for which A&Ok is famend.
The radiating traces subtly recommend ahead momentum, embodying A&Ok’s dedication to creating unforgettable journeys.
More than a brand, the monogram serves as an invite: a compass pointing towards extraordinary adventures.
Inspired by the world A&Ok unlocks, the color palette options a chic, elevated mix of heat tones and an thrilling Burnt Sienna.
Reminiscent of sun-drenched sands and the wealthy terracotta hues discovered all through Morocco, it evokes the heat of locations like Egypt and Africa, two of A&Ok’s heartlands.
The palette is rounded out by timeless neutrals like Linen, a hue harking back to the safari tents that embody A&Ok’s adventurous spirit; and Canvas, reflecting the color of the explorer’s trusty journey bag, a image of A&Ok’s enduring legacy of exploration.
Warm Sand, echoing the sun-kissed seashores of the world’s most sought-after locations, and Onyx, representing the sophistication and timeless magnificence that defines A&Ok’s journey experiences, full the palette.
Into the A&Ok Sanctuary
The rebranding of Sanctuary Retreats to A&Ok Sanctuary is one other side of the brand refresh.
A&Ok Sanctuary is, at press time, present process a vital interval of growth with new builds, rebuilds and the launch of its first riverboat in Peru, marking an thrilling time in its historical past.
This strategic transfer unifies the luxurious safari camp, lodge, and riverboat portfolio, making every property a stand-out product in its personal proper, beneath the globally recognised Abercrombie & Kent title.
Covering every little thing from inspiration to reserving
Reflecting A&Ok’s dedication to innovation and offering a best-in-class consumer expertise, the refresh contains a newly consolidated digital presence. This encompasses a streamlined strategy throughout all platforms, together with a unified web site and social media channels.
A&Ok has streamlined content material from three shopper web sites into a single, unified .com platform.
This world web site provides a seamless and immersive expertise for vacationers, offering quick access to info and inspiration for planning dream journeys.
The world-class, industry-leading web site additionally provides customers the flexibility to create their very own tailored journeys digitally to save lots of to a book-it lists to debate with their Travel Advisor.
A&Ok boasts a gifted in-house advertising and marketing workforce with a wealth of expertise from famend manufacturers.
Leading journalists, previously with publications like Condé Nast Traveler, now craft compelling editorial-driven tales that seize the essence of A&Ok’s adventurous spirit and dedication to experiential luxurious journey.
This experience extends to the workforce’s senior members, who convey priceless expertise from luxurious hospitality leaders akin to Belmond and Soho House, in addition to life-style giants together with LVMH, De Beers, Bally, and L’Oréal.
This ensures a cohesive and impactful media and partnerships technique, additional elevating the A&Ok brand.
Introducing Souvenir
The refresh additionally contains A&Ok’s brand-new journal: Souvenir.
Inspired by the facility of mementos to evoke cherished journey reminiscences, this superbly designed publication options charming tales from a number of the world’s main journey writers and photographers.
Dispatched to all seven continents, these storytellers have captured the essence of A&Ok’s adventurous spirit in fresh and interesting content material.
According to Chipchase: “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.’”
