SAMSONITE BRANDING

TitleSAMSONITE BRANDING
BrandSAMSONITE
Product/ServiceLUGGAGE MANUFACTURER AND RETAILER
Category A02. Rebrand / Refresh of an existing Brand
Entrant WUNDERMAN THOMPSON Antwerp, BELGIUM
Idea Creation WUNDERMAN THOMPSON Antwerp, BELGIUM
Credits
Name Company Position
Alessandra Madonia Samsonite Communications Manager
Lotte De Vreese Samsonite General Manager
Pieter Staes Wunderman Thompson Creative Director
Manuel Ostyn Wunderman Thompson Creative Director
Kate Bellefroid Wunderman Thompson Creative
Jolien Tuyteleers Wunderman Thompson Creative
Mieke Moortgat Wunderman Thompson Account Manager
Valentine Reuse Wunderman Thompson Account Manager
An Van den Cruyce Wunderman Thompson Account Director
Caroline Van Ranst Wunderman Thompson Producer
Ingeborg Van Hoof Wunderman Thompson Producer
Bruno Dejonghe Wunderman Thompson Agency Producer
Tom Vingerhoets Wunderman Thompson Strategy
Kevin Schroder Wunderman Thompson Strategic Planner
Sébastien Greffe Wunderman Thompson Antwerp Design director
Jo Van Grinderbeek Wunderman Thompson Designer
Inge Vanhees Wunderman Thompson Designer
Virginie Rosseel Wunderman Thompson Designer
Theo Hagtingius Wunderman Thompson Desktop Publisher
Anja Van den Broeck Wunderman Thompson Desktop Publisher
Lieselot Moerkerke Wunderman Thompson PR & Communications manager
Ben Strebel Hamlet Director
Sophie Brooks Hamlet Producer
Ruben Goots Hamlet Executive Producer
Jason Feltstead Hamlet Executive Producer
Thomas Hofman Hamlet Executive Producer
Dominique Ruys Hamlet Post Production
Ben Todd Hamlet DOP
Willem Claesen Hamlet Music Composer
Phil Currie Hamlet Editor
Luke Morrison Hamlet Color Grader
Luke Morrison Hamlet Color Grader
Ally Burnett Electric Theatre Collective Visual Effect Company
Olly Burn Making Pictures Photographer
Noel Leu Grilli Tpe Type Foundry
Thierry Blancpain Grilli Type Type Foundry
Anthony Velen Freelance Typography
Kenny Brandenberger Freelance Typography

Background

The world-renowned travel brand Samsonite had become ‘old’ in perception, while the world has changed into one global hub with big cities unstoppably attracting travelers and commuters. The objectives were to create a worldwide campaign to rejuvenate the brand and get millennials to connect with it.

Describe the creative idea (40% of vote)

We rejuvenated the brand by unifying the brand DNA with that of our target audience: millennials. With the new “Born to Go” brand campaign, Samsonite connects with millennials by celebrating the on the go mindset. The new baseline ‘Born to Go’ unifies the brand DNA with that of our target audience. Samsonite recognizes how the traditional 'adventure' has shifted to the Urban Adventure. So, we took city life as the foundation for our new visual identity.

Describe the execution (40% of vote)

We took city life as the foundation for our new visual identity. A bespoke typeface was created, based on heavy typography used in road markings and signage across cities. And just like real-life city type, we made it adapt to circumstances: ‘reactive typography’. A dynamic visual system, perfect for communicating any product feature. Executed in a wide range of vibrant colors based on city life. A new style of imagery brings the on-the-go urban vibe to life in photography and film. The new brand video shows its protagonists looking for authentic experiences in cities they visit and reside in.

List the results (20% of vote)

A new brand universe as dynamic as the city life it is based on. Adaptable for all purposes and all markets, globally. Showing everyone that just like them, Samsonite is Born to Go.