Antler Undergoes Brand Overhaul as it Reimagines for the Next 100 Years
For almost a year, heritage luggage label Antler has undergone an exciting, brand reimagination as it sets sights on becoming the British travel brand of the future. Working closely together with global creative studio Frosty, Antler will mark the 360 degree rebrand with the launch of a new brand campaign (May 15, 2023) – a showcase of its new-found direction as a 100-year-old start-up, following the overhaul.
With an established new leadership team, spearheaded by managing director Kirsty Glenne, Antler has partnered with ex-Burberry creatives Frosty to re-shape the 110-year-old business, with an ongoing commitment to investing in people, product and the brand.
Re-imagining its 100-year legacy in quality and durable travel goods, Antler now aims to become THE iconic British travel brand, doubling down on its roots and leaning back into their historical tagline ‘For Those Who Travel Often’ – rediscovered from 1920’s archives and now an important pillar of the brand’s community strategy.
Product & Lifetime Warranty
With significant investment behind the multifaceted re-brand, a new leadership team and the creation of a new campaign, Antler has also upgraded its warranty from 10 years to a lifetime and worked on finer detailing elements such as the brand wordmark and logo, all paying testament to a continued legacy through superior, subtle innovations and an ongoing commitment to customers.
“We are declaring a new moment as a brand, re-establishing our British DNA and rich legacy in travel for more than 100 years,” says Glenne.
The Heritage Tagline
Serving as a nod to Antler’s heritage, the new tagline is:
“For those who travel often. Since 1914.” Antler leans into its British roots for new brand identity and campaign. Inspired by a new world of travel and with the aim of creating a fresh identity, Antler’s new campaign helps to re-anchor its status as ‘The British Travel Brand’ and re-introduces the historical tagline, ‘For Those Who Travel Often’.
The New Wordmark and Logo
Reducing the previous Antler symbol to be simpler and more powerful, the resulting new icon is less masculine and more artful. It now also has a function, with the ability to be used as a geotag, signalling real moments in time and place. The design itself is deliberately multi-purpose, with a symmetry that can run across monograms or custom patterns. The icon also be brought to life through 3D executions, reflecting the future forward attitude of the Antler brand.
For the new wordmark and logo, Antler was inspired by British design, looking specifically back to 20th Century British creatives including Barbara Hepworth and Henry Moore.
And where our history meets the future…
The New Typography
The brand’s new primary font is Circular STD — a geometric, sans serif that marries purity with warmth, whilst striking a balance between functionality, conceptual rigour, skilled workmanship, and measured idiosyncrasy. “The typography influence comes from the same period in which the brand started to develop and grow,” says Frosty Partner Greg Stogdon, the former senior vice president of creative at Burberry. “We love this contemporary feel in conjunction with British creativity and optimism.”
For more than 100 years the brand’s mark of prestige in travel has remained at its core. Today this legacy has been re-imagined to represent the ever-evolving world of day-to-day travel through modern design and meaningful innovation, where Antler continues to aim to cater for existing customers whilst reaching new ones.
Antler Managing Director, Kirsty Glenne says, “We see Antler as much more than just a product, we are that faithful, reliable guardian of customers’ most private possessions. We aim to enable customers to have the greatest of adventures and experiences wherever in the world and for whatever the occasion, through having us as their travel companion, allowing for travel memories that will last a lifetime.”
This fusion of newness with legacy, not only embraces that bygone era, but helps to identify the needs of its consumers through creative design and versatile collections. Re-energised to exceed expectations for future travellers through the product offer, Antler is about quality products that can continue to be lovingly passed down through generations.
“Our customers’ ever-evolving desires inspire our designs,” adds Glenne. “With imaginative product development, unexpected collaborations, and a renewed focus on environmental responsibility, Antler will continue to define the future of travel.”
