We transformed TUMI from a functional luggage brand into a luxury icon with the philosophy of "Essentially Beautiful."
TUMI is a legacy luggage brand known for its high quality and craftsmanship. But people only considered them as functional, not as luxury—causing sales to go down.
Our challenge: Transform them from an overlooked luggage brand into a luxury brand without losing sight of what makes them so great in the first place.
We started with the simple premise that TUMI products aren’t just functional—but emotional. It’s a beautiful feeling when you know you can rely on your TUMIS’s essential, long lasting features. And just like that, Essentially Beautiful was born.
To launch our new brand philosophy, we began by evolving their visual language into a more emotive, conceptional space— showcasing their details in not just functional terms but in emotional terms.
We debuted the new TUMI vision with their FW’23 campaign, enlisting the talents of Son Heung Min (Captain of Tottenham HotSpurs and The South Korea's national team) , Lando Noris (Racing driver and Formula 1 winner) and Renee Rapp (singer-songwriter and actress). The campaign has continued for many seasons, showcasing the longevity of the concept.