Australia’s longest-standing high-end, destination management company, Wilderness Australia, has relaunched following the unveiling of a new brand identity in Sydney last night.The privately owned company, founded by Charles Carlow in 2001, specialising in high-end experiences and tailor-made itineraries around Australia, has reintroduced itself as Alquemie, with a comprehensive rebrand including a new logo, colour palette and typography.
The new brand has been designed to reflect the Australian travel expert’s unique position in the international marketplace, where it is well-known for its ability and flair to create extraordinary travel experiences for high net worth travellers.
Alquemie, derived from the word “alchemy” meaning a power or process to transform something ordinary into something extraordinary, underscores the company’s position and commitment to creating magical and bespoke journeys throughout Australia.
The rebrand was a natural next move for the company, which continues to redefine the luxury travel space and help drive Australia’s growing reputation as a high-end destination. The brand transformation is also part of the company’s wider sales and marketing strategy to develop and grow its presence beyond its traditional markets, and to continue catering to the ever evolving demands of the global traveller in a changing landscape.
Charles Carlow, founder and owner of Alquemie, is excited about launching into the next chapter of the business with a new, revitalised brand that better represents what the company now stands for.
“This is an evolving industry and it’s essential to grow and move with it. I initially established Wilderness Australia to cater to the high-end traveller, who would traditionally book African safari style product. We offered this market a new and exclusive experience of Australia’s environment built around homesteads, bush camps and characters. Our aim was to inspire travellers to venture off the beaten track and away from the mainstream to experience authentic Australia.
“Market demand, however, soon saw us broaden our product offering to include a wider range of tailor-made, Australian experiences, for which we are renowned today. In addition to creating memorable, authentic outback experiences, we now develop itineraries that include luxury city stays, exclusive island retreats and epicurean journeys,” said Charles.