TUMI is a legacy luggage brand known for its high quality and craftsmanship. But they weren't doing so well: people only considered them as functional, not luxury and sales were down.
Our challenge was to take them from an overlooked luggage brand into a luxury brand without losing sight of what made them so great in the first place.
We started with a simple premise—Using a TUMI product is more than just functional but emotional—It’s the beautiful feeling you get when you know you can rely on its essential, long lasting features. And just like that, Essentially Beautiful was born.
To launch our new brand philosophy we began by evolving their visual language into a more emotive, conceptional space and discussing their details in not just functional terms but emotional too. Enlisting the talents of Son Heung Min (Captain of Tottenham HotSpurs and The South Korea's national team) , Lando Noris (Racing driver and Formula 1 winner) and Renee Rapp (singer-songwriter and actress) we debuted the new TUMI vision with their FW ‘23 campaign.