Cox & Kings unveils new branding as part of global expansion

Cox & Kings has unveiled a complete brand refresh, with a new digital presence and creative campaign, reflecting both its 265-plus years of travel heritage and contemporary outlook.

The small-group touring specialist said the refreshed identity “positions the brand firmly for the future” as it focuses on its international expansion under the Abercrombie & Kent Travel Group (AKTG).

Since joining AKTG in 2019, the brand has entered a new phase of global growth, including its recent expansion into Australia and a forthcoming launch into the US this September.

Led by Peter Chipchase, chief brand officer at AKTG, the brand campaign has been developed by a global in-house team, encompassing a new website and digital experience, social strategy, audience segmentation and integrated trade and consumer marketing.

Jennifer Charlton, managing director of Cox & Kings, said: “Our purpose is to deepen people’s understanding of the world through travel and discovery.

“That idea sits at the centre of everything we are building, from the journeys we create and the experts we work with, to the way the brand now looks, feels and communicates.

“We are evolving Cox & Kings thoughtfully, retaining its authority, expertise and depth while creating a clearer and more contemporary expression of what the brand stands for.”

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The company said the refreshed visual identity “draws inspiration from Cox & Kings’ rich archival heritage while introducing a more contemporary editorial aesthetic”.

A new horse emblem was inspired by Cox & Kings’ origins in the 18th century, when horses carried people, messages and knowledge across vast distances.

“More than a decorative symbol, the horse represents movement, exchange and cultural connection – values that remain central to the brand today,” said the operator.

Chipchase added: “Reawakening a brand as storied as Cox & Kings is both a privilege and a responsibility. This is the company that Gandhi entrusted with his logistics when he travelled through Europe campaigning for Indian independence.

“Pioneering culturally adventurous travel, Cox & Kings has always been driven by a spirit of exploration and discovery.”

He said the new tagline, ‘Guided by Curiosity’, captures the essence of what makes Cox & Kings distinctive.

“It reflects a belief that travel should expand perspectives and deepen our understanding of the world, brought to life through the expertise, insight and humanity of the people behind every journey,” he added.

Under the AKTG umbrella, every Cox & Kings journey also now supports A&K Philanthropy (AKP), helping fund community and conservation initiatives in destinations around the world.