Exclusive: Abercrombie & Kent Unveils Rebrand and Luxury Travel Magazine

Luxury travel company Abercrombie & Kent is undergoing a brand overhaul, including a new look, website, tagline, and the launch of a new magazine. 

A&K will have a new visual identity and logo, featuring a warm color palette inspired by destinations like Egypt and Africa, and neutrals intended to evoke safari tents, explorer’s travel bags, and the company’s “adventurous spirit.” 

A&K's new tagline “Life, Well-Travelled” is about “unlocking a world” of possibilities, said Peter Chipchase, chief marketing officer. 

Speaking exclusively to Skift about the idea behind the new tagline, Chipchase said his team was trying to “tap into t