Objective
A new brand identity system for the luggage brand Samsonite that better appeals to their target demographic of middle-class, young to middle-aged adults. Create a sophisticated and lively feel with a branding system that indicates comfort, dependability, and adventure.
*Note: "Born To Go" taken from Samsonite's 2020 marketing campaign.
Deliverables
Logo, color palette, fonts, and product mockups.
Process
Researched, made moodboards, then began sketching logos. Once the logo was done, I moved on to the color palette, fonts, and product mockups.
