Our challenge was to transform TUMI from an overlooked luggage brand into a luxury brand without losing sight of what makes them so great in the first place. 

The true beauty of TUMI isn’t just looks. It’s in the smallest features many overlook, and the beautiful feeling they inspire for all who rely on them every day. Every bit is essential. Every bit is beautiful. And just like that, Essentially Beautiful was launched as a new brand platform. 

We evolved their visual language into a more emotive, conceptional space— showcasing their details in not just functional terms but in emotional terms. Dual-recessed, ball bearing wheels that glide so effortlessly you feel a glide under your step. A telescoping handle that you can trust in your grip through any bustle. The humble zipper that never stutters once or gives you pause.

We debuted the new TUMI brand platform, enlisting the talents of Son Heung Min, Lando Noris and Renee Rapp who all embody the feeling these features can inspire in us.