Refreshing a legacy brand
When Samsonite acquired the brand Hartmann, a luggage company started in 1877, the brand had gone from being highly sought after in the mid-century to virtually unknown to younger audiences. I partnered with design and marketing leadership at Samsonite to envision what the new Hartmann could look and feel like, specifically targeting millennial consumers and transforming it from a luggage company to a travel lifestyle brand.
Client: Samsonite
Brand: Hartmann
Role: Design Strategy
Activities: Discovery, trend research, brand strategy, product design direction
