A longstanding Aussie destination management company has overnight emerged from its cocoon a completely transformed butterfly.

Wilderness Australia has relaunched as Alquemie, following the unveiling of a new brand identity in Sydney last night, which included a fresh new logo, colour palette and typography.

The privately owned company, founded by Charles Carlow in 2001, specialises in high-end experiences and tailor-made itineraries around Australia, with its new brand designed to reflect the its unique position in the international marketplace.

Alquemie, derived from the word “alchemy” and with the meaning of “a power or process to transform something ordinary into something extraordinary”, underscores the company’s position and commitment to creating bespoke journeys throughout Australia.

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 evolving demands of the global traveller in a changing landscape.

Owner and founder of Alquemie Charles Carlow said this is an exciting new chapter for the business, with a brand that better reflects what the company is all about.

“This is an evolving industry and it’s essential to grow and move with it,” Carlow said.

“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.”

“The Wilderness Australia brand represented the initial concept but neglected to represent the broader scope and creative style of our offering. Our area of expertise is the transformation of luxury Australia, whether it be outback, coastal or urban, into something truly unique and exceptional, and I believe our new brand effectively captures this.”

Alquemie’s general manager Tim Cook has managed the extensive eight month rebrand project and sees it as the catalyst to driving further growth.

“This project began with the need to design a brand and identity that would appeal to the new generation of high-end traveller and that better represented us in the developing, luxury landscape,” he said.

“Today, we create magical experiences for travellers who seek something highly-crafted and bespoke to their interests and needs. They aren’t looking for the familiar, or the mainstream. They want something truly exceptional. It is also a brand we expect to translate well into emerging international markets, such as Brazil and China.”

The Alquemie team

“Wilderness Australia has always been at the forefront of the sector and we want to maintain this market leader position and continue to grow and redefine high-end travel as the industry evolves and grows into a new and exciting age. We are excited to introduce Alquemie to our suppliers and overseas trade partners and look forward to working with them to showcase the exclusive experience on offer in Australia.”

Along with the name change and logo, the rebrand will roll out with a new website, documentation and marketing collateral over the coming months. Alquemie’s partners and agents will continue to be informed as the brand transition takes place.

Stay tuned via www.alquemie.com.au or contact alquemie@alquemie.com.au for more information.