Globe-Trotter
FROM LUXURY LUGGAGE TO ACCESSORY TO ADVENTUREGlobe-Trotter’s luxury luggage had built a loyal but niche following. If you know, you know. To transform a much-loved product into a world-renowned brand, we flipped luxury ‘blanding’ on its head to create a companion for an adventure of a lifetime.
WE PARTNERED ON
A global rebrand. From brand strategy to identity and beyond.
CHALLENGE
To stand out on a global scale, Globe-Trotter needed to stand for something more. 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. We saw an opportunity to build a brand that is as much about how we carry ourselves through life, as it is the luggage we carry.
CHANGE
Taking inspiration from the brand’s rich archives and the stories of its customers and craftspeople, we re-imagined Globe-Trotter from the ground up. An idiosyncratic identity rejects corporate conformity in favour of a life far more interesting. The logo, colours, art direction and tone of voice evoke a sense of warmth, history and unconventional detailing. Character is exaggerated, not hidden.
Working collaboratively with the Globe-Trotter team and a range of partners, we helped redefine every touchpoint, from a website rich in stories and a new flagship store, to a full suite of packaging. The result is a brand at ease in the digital age, but shaped by the journey it took to get there.
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, bringing us into their history so we could make a mark on Globe-Trotter’s future.
All wonderful photography is down to our equally wonderful collaborator Charlie McKay, a big thanks to you.
VICENTE CASTELLANO
Executive Chairman
