The brief was to create an experience that unifies the diversity of the Samsonite Group and it’s sub-brands. To create a spatial identity which is fresh, recognizable and consistent, in order to inspire and attract a diverse group of customers. From young and fashionable to mature and classic. As today’s experienced dynamic consumer ask for fresh thinking and artistic gestures in order to be impressed, i29 aimed for a crystal clear concept that relates to the brand essence.
i29 searched for an archaic symbol that intuitively refer to travel and movement in the broadest way. Providing the international operating brand with a universal communication that has the power to resonates with clients of different social- and age groups. The graphic black and white color scheme that i29 introduced as the base of the design refers to the natural habitat of the suitcase or bag, the ‘urban space’ and is almost intuitively ingrained in the global collective memory. The black and white pattern can not to be pinned down to one single style like modern or classic but does communicate in a powerful way. The monochrome color scheme is a strong base to match with any color or material of the products on display.