'Inspired by the City' is a new project that seeks to revamp the Samsonite brand to capture the attention of the younger consumer, more particularly Millennials. For this marketing initiative, the luggage company has enlisted Belgium-based advertising agency Wunderman Thompson Antwerp.
The new and youthful aesthetic of the Samsonite brand bids on urban exploration and being always on the move. The typeface, for example, which was developed by Grilli Type is dubbed 'Samsonite Sans' and it draws inspiration from "urban life" and"street signage, which often features a sans typeface." These are intermixed with elegant photographs of younger consumers having various urban experiences on-the-go, some of which are cultural, creating a sense of actionable dynamic.
Image Credit: Samsonite / Wunderman Thompson Antwerp