antler

To feel wanderlust is to feel a longing to travel; a desire to get out of one’s own comfort zone and explore a place beyond what they are familiar with. After a few turbulent years that forced all of us to push away that wanderlust, travelling is at our fingertips once again. And with travelling having its own relaunch, so is British luggage brand Antler.

With over 110 years of designing and crafting luggage and travel accessories, Antler is embracing the return of travelling with a total “360 degree” rebrand. At the helm of this brand aesthetic overhaul is Managing Director Kirsty Glenne who, along with the Antler team, reimagines the brand’s historical tagline For Those Who Travel Often for travellers today. What is described as a “journey of rediscovery” sees Antler take on a fresh look that both leans into the future of travelling while honouring the brand’s high stature as a British company.

To discuss Antler’s rebrand, Schön! speaks with Glenne about where the brand is headed, how the overhaul showcases Antler’s commitment to quality, the importance of embracing the heritage company’s roots, and more.

Hi Kirsty! You first joined Antler this time last year. What was it about Antler that made you want to join such an iconic travel company?

Perhaps the answer is in the question. We all seem to know Antler, for one reason or another. Many people I know and speak with feel that they know the brand as a heritage label, I know I personally did. However, the biggest challenge for me is in the continuation of the Antler story and how we make the brand relevant again for the discerning traveler and of course for those who travel often. So many positive things have happened since I started just over a year ago, including the recent launch following a complete brand overhaul, so it is exciting times ahead for sure.

What first inspired Antler to undergo a total “360” overhaul of the brand?

We needed to do something to adjust and ready the brand for future years. We had been into administration and bought out again in 2020 and there was no better time to take stock, re-evaluate, look at where would could strengthen and also, importantly what we could embrace and take from our past.

suitcase. antler

Can you describe some of the trends both in travel and in fashion that inspired the new relaunch?

Travel has changed, particularly following the pandemic and ‘revenge travel’. We see huge and growing numbers of people looking to get away from the struggles of everyday life, even considering the state of the economy and growing costs.

However, the need for products and belongings to meet rational needs such as functionality, longevity and purpose seems to have been heightened in recent years. People want to understand what a brand can bring to the table, in addition to the good looks and style elements. At Antler we have all of this through our rich heritage, expertise in global travel, innovative spirit and quality products, not to mention new lifetime warranty, so packaging this together for a new-world of travel seemed important.

The relaunch includes a new brand wordmark and logo — what was the design process behind it? What were some of the imagery or concepts found on moodboards to create the new branding?

We worked with ex-Burberry creatives Frosty on the rebrand, who have a wealth of experience working with brands ranging from Netflix and Amazon through to Calvin Klein and Adidas. We wanted to be subtle in our changes but future ready, so many of the iterations have been delicate but purposeful. We were keen to maintain the antlers for example in our logo because it signifies new life and new energy as the stag’s antlers renew seasonally. Equally it signifies strength and durability. The coral colour used throughout is lifted from our archive and the new iconic green, a nod to Modern Britain. Everything is considered from our heritage but modernized towards a new brand world.

suitcase. antler

Antler’s tagline is “For Those Who Travel Often,” a line that was first used in the 1920s. How does this relaunch describe and define that ethos?

It is a line that we have re-ignited from our archives because we feel it carries so much positivity and relevant meaning. Since 1914, we have specialised in providing quality luggage for those who travel often, but in today’s world that can mean so many different things. It could be a backpack for the daily commute to work, a hold all for weekend away with friends, or alternatively a matching luggage set for the annual family holiday overseas.

It’s also a phrase that embraces all the positives that travelling often brings, from wellness, to meeting new people and experiences along the way. We want it to encourage and shape the next generation to explore. Equally it leans into the fact that quality is key. To service those that travel often you need durable luggage from a trusted brand. We are the quality and reliable travel partner, allowing customers to rid themselves of travel worry, so that they can focus on themselves and the days ahead.

The relaunch includes a campaign captured by London-based photographer Laurence Ellis, who captures his journey using Antler in stunning visual images while travelling. What was the process like working with Ellis?

First and foremost, the outcome of Laurence’s journey and what he managed to capture was excellent, he really seemed to ‘get’ the essence of Antler. The process was very straight forward, we wanted the campaign to be focused in the UK leaning into our heritage and also the escapism between city and countryside and the transition from one to the other. The adventure Laurence took was literally from his doorstep and a true trip of discovery, beautifully captured with his dog in tow.

suitcase. antler

backpack. antler
opposite
suitcase. antler

This relaunch aims to showcase Antler’s British DNA and lasting legacy in travel for more than 100 years. With that, Antler is creating bespoke events, a new travel loyalty programme, and curated travel guides. What inspired you to include this in the relaunch?

Those things feel very relevant for today’s traveler but also Antler’s community of new and existing customers. We feel Antler has a place in the great British brands arena and our behaviour really has to mirror that, where we are inclusive and within reach of our community. To facilitate travel guides and loyalty programmes shows our expertise in the field, but also how highly we regard people and their needs. Most importantly is an ongoing conversation with our community through a shared passion for travel.

How people have travelled has shifted dramatically over the past few years post-pandemic; the travel industry is as resilient as Antler’s luggage. Did you speak with travellers and feverish fans of Antler to adapt to their needs as jetsetters in 2023?

Totally agree. Yes, we have a continued dialogue with our customers and fans of the brand, but also stay abreast of industry changes and trends to really understand what the landscape looks like. But it is worth mentioning that although many of our customers are of course jetsetters and we have a new partnership with Soho House and their global network of members, we of course create a wide variety of products for many different forms of travel and exploration as mentioned earlier, so I feel that perhaps is one of our greatest learnings.

We are the British travel brand, which is genuinely there for those who travel often, in whatever capacity that may be. Fast, slow, long, short.

suitcase. antler
opposite
handbag. antler

Looking ahead, Antler is planning on releasing a new collection in autumn 2023 in addition to new collaborations, including one with Soho House. What can avid travellers anticipate with these upcoming releases?

The avid traveller will be able to not only shop from a wide range of new and existing products, but safe in the knowledge that Antler’s expertise in global travel and outstanding quality is captured in each and every piece. Testament to this is the new extension of our warranty from 10 years to a lifetime.

We have new hardcase redesigns coming soon, exciting travel bags to compliment and a fresh new colour palette. From here on everything launches inclusive of our new brand identity, which looks incredible plus a renewed commitment to responsibility. From recycled traceable polycarbonate to sustainable linings, we take the responsible choice.

The partnership with Soho House is very exciting and we are delighted to be working with their global member group to offer discounts and bespoke travel guides. These activations, of which there will be many more to unveil in the future, alongside our subtle innovations and quality in craftsmanship help to communicate our global capability to reach and cater for a varied demographic and international audience.

Lastly, when you think of the Antler traveller, what do you hope they feel while using the luggage?

I hope that all our customers feel like they are buying into something special and a trusted brand. Antler is a product to elevate the travel experience so that customers feel looked after and that they have a high-quality travel partner for life. Our customers can also expect a consistent flow of news and activations from the brand as we progress and expand following the re-brand.