Globe-Trotter
Globe-Trotter committed to character. With a rebrand to reinvigorate its iconic luxury heritage.
Founded in 1897, Globe-Trotter had earned a reputation for timeless design and craftsmanship amongst travel connoisseurs. But the market has changed. With competitors touting tech innovations and competing on surface level status, Globe-Trotter needed a different approach.
We helped them relaunch and reinvigorate the brand, flipping luxury ‘blanding’ on its head by doubling-down on character.
Overview
The partnership
A full rebrand, repositioning Globe-Trotter for a new era in luxury. The work included a characterful new identity that amplifies the brand’s heritage. And a global relaunch in collaboration with the brand and their partners.
Define
While competitors are known for their slick industrial design and ostentatious displays of wealth, Globe-Trotter is cut from a different cloth. Its handmade cases are built to last a lifetime, or two. Working with new owners Oakley Capital, we positioned the brand as a lifelong travel companion. Less status symbol, more accessory to adventure.
Create
Globe-Trotter cases are defined by their hand-made character. And so is the identity. We pulled inspiration from the brand’s rich archives and the stories of both its craftspeople and customers. Rejecting the conformity of luxury brands in favour of a life far more interesting.
Logo
We went back to the archives. Embracing the idiosyncrasies of the original logo, and recrafting it for the next hundred years.
Verbal identity
The brand language embraces British charm. Headlines carry the wit of advertising of old.
Digital design system
In an era of faceless ecommerce, the difference is in the detail.
Commit
An ambitious global rollout saw a complete transformation across digital, retail, packaging and comms. We worked with the brand team and their partners to ensure the brand’s idiosyncratic character was always to the fore.
The different reality
The rebrand kickstarted a new era. New stores openings globally, including a flagship in Paris, were supported by a different approach to marketing. Collaborations focused on characters, from Tyler the Creator, to David Shrigley. Sales followed, with a 40% year-on-year increase in revenue in the nine months following the launch.
With us on the journey
Adventurous work takes a team up for a challenge. Vicente, Lucas, Rocky, Tom, Chris, Micheal, Charlotte, Masaaki and everyone on the shop floor were just that. The lifestyle photography includes a selection of Globe-Trotter brand imagery, alongside new luggage imagery shot by regular collaborator Charlie McKay.
In a period of great change, this was a unique opportunity to think deeply about what we do, and how we make sense in the new world of luxury. By challenging us to think differently, Ragged Edge reimagined Globe-Trotter as standing for something much more than showing-off. Distinctively personal, but universally resonant. Uniquely British, but meaningful in Asia, America and beyond.