Cox & Kings Unveils Rebrand Ahead of U.S. Return

The world’s oldest tour operator Cox & Kings has unveiled a rebrand ahead of its U.S. launch this fall.

Cox & Kings is a tour operator for the curious traveler. Founded in 1758, the company has deep, cultural roots in the industry, having served historical figures such as Gandhi and Churchill. Following financial difficulties, Cox & Kings ceased operations in the Americas in 2019, before being bought by Abercrombie & Kent.

Now, after several years of preparations, Cox & Kings is preparing for its relaunch in the U.S., as well as Australia, with a brand refresh, new digital presence, and creative campaign, all designed to reintroduce travelers to the tour operator.

The new branding includes a horse emblem, which draws inspiration from the company’s 18th-century origins. According to Cox & Kings, the new design was “influenced by cartography, exploration, and cultural storytelling,” and “combines understated sophistication with warmth and depth.”

Peter Chipchase, chief brand officer at Abercrombie & Kent Travel Group (AKTG), said that revitalizing a brand with such a legacy was both a privilege and a responsibility.

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

AKTG previewed the new logo and discussed the upcoming U.S. launch at this year’s 100 Club Event in Chicago.

“Our purpose is to deepen people’s understanding of the world through travel and discovery,” said Jennifer Charlton, managing director of Cox & Kings. “That idea sits at the center 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.”