Contents Rimowa Travel Essentials Brand Book

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Angel Palmer
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5 Contents Rimowa Travel Essentials Brand Book 01 The Story 02 The Collection 03 The Brand Identity 04 The Graphics 05 The Target Audience 06 Sources

8 08

The Story 09 01 The Story Designed to travel the world Since its early beginnings in 1898 Rimowa has always had the mission to make luggage lighter and traveling easier.

9 The Story The Story Designed to travel the world Since its early beginnings in 1898 Rimowa has always had the mission to make luggage lighter and traveling easier. Having mastered the shell, it is time to open the suitcase. Rimowa Travel Essentials is a category extension into travel clothing clothing that, like Rimowa s luggage, lasts a lifetime through timeless design and extraordinary quality.

10 010 Effortless essentials for the modern cosmopolitan traveller.

11 The Story Rimowa Travel Essentials believes, that people do not need more, but less. Fewer, but better clothes especially when travelling. Therefore the brand designed an ultimate travel wardrobe, which is suitable for different climates, cultures and occasions as well as easily packable through ultra lightweight and crease-resistant materials. This smartly designed collection combines fashion and function, and ensures ultimate effortlessness for the modern cosmopolitan traveller. Sources The Brand Identity The Collection The Graphics The Target Audience

12 012

13 The Story 013

014 02 The Collection Updated wardrobe classics The

the design of Rimowa Travel Essentials garments.

like turtleneck jumpers, shirtdresses and blazers,

A timeless and effortless look is achieved by

14 The Collection Updated wardrobe classics The concept of less, but better is also translated into the design of Rimowa Travel Essentials garments. The collection consists of updated wardrobe classics like turtleneck jumpers, shirtdresses and blazers, which are made with great attention to detail. A timeless and effortless look is achieved by pairing casual silhouettes with a reduced, sophisticated colour scheme.

15 015 Timeless silhouettes, lightweight fabrics, versatile designs - the perfect mix of fashion and function The Collection

17 The Collection

18 018

19 The Brand Identity The Brand Identity

20 020 The Identity

21 The Brand Identity 021

22 022 The Identity

23 023 VISION Traveling should be effortless The Brand Identity

24 024

25 The Brand Identity 025

26 026 The Identity

27 027 MISSION It is our mission to create products that simplify the journey and enrich the stay The Brand Identity

29 The Brand Identity

30 030 easy TRAVELING

31 031 We put extra effort into our products, so our customers can travel more effortlessly. CENTRAL VALUE The Brand Identity

that the key to a great product lies in the perfect

32 032 We pair our expertise of craftsmanship with the latest technological developments, because we believe that the key to a great product lies in the perfect balance between tradition and innovation. FUNCTIONAL VALUE

33 033 TRADITION meets INNOVATION The Brand Identity

34 034 UNDERSTATED luxury

35 035 We believe in the luxury of reduction and quality that speaks for itself. The Brand Identity EXPRESSIVE VALUE

36 036

37 The Brand Identity 037

38 038 The Identity

39 039 TONE OF VOICE Rimowa Travel Essentials tone of voice is proud, holistic and encouraging. Short and clear sentences formally communicate the brand s effortless look and feel. The Brand Identity

40 040

41 The Brand Identity 041

042 VISUAL STYLE Rimowa Travel Essential s imagery is uncomplicated, effortless and light in colours and feel; It is simple, but thoughtthrough; It is soft, friendly and personal; It

42 042 VISUAL STYLE Rimowa Travel Essential s imagery is uncomplicated, effortless and light in colours and feel; It is simple, but thoughtthrough; It is soft, friendly and personal; It shows a love for detail and a certain level of sophistication and intellect; It features a reduced, cool colour scheme and a technical, structured look and feel; It is nostalgic, yet modern.

43 The Brand Identity 043

44 044

45 The Brand Identity 045

046 04 The Graphics As Rimowa s history is closely tied to the adventurous world of aviation, the graphic identity is inspired by 1950s and 1960s

46 The Graphics As Rimowa s history is closely tied to the adventurous world of aviation, the graphic identity is inspired by 1950s and 1960s airline posters and travel documents. The updated logo and a technical yet luxurious colour scheme make for a nostalgic, fashionable and dynamic look.

47 047 C:0 M:0 Y:0 K:40 aluminium C:0 M:0 Y:0 K:0 clear white The Graphics C:100 M:100 Y:100 K:100 deep black C:94 M:76 Y:24 K:40 passport blue

48 048 Following the design principles of the parent brand, Rimowa Travel Essentials uses the classic sans serif font Univers, which was designed in 1957 by Adrian Frutiger and is based on Swiss design principles. Univers 55 Roman UNIVERS 65 BOLD

49 049 For an intellectual look and feel that reminds of classic newspaper styles the serif font Athelas was added to the repertory. Athelas was designed in 2008 by José Scaglione and Veronika Burian and is inspired by Britain s literary classics. Athelas Bold Italic Athelas Italic The Graphics

50 050 The Identity

51 The Graphics

52 The Target Audience Smart Travellers

053 Rimowa Travel Essentials customers share a certain mentality, which can be, based on their characteristics and habits, best described as Smart Travellers.

53 053 Rimowa Travel Essentials customers share a certain mentality, which can be, based on their characteristics and habits, best described as Smart Travellers. Smart Travellers are women and men, who are roughly between thirty and sixty years old. They are well academically educated and maintain a broad interest and understanding for culture. They are true connoisseurs, never tired of life and always searching for the new and exiting. The Target Audience

54 054 A gallery visit in Barcelona, a shopping weekend in London, a business meeting in Shanghai - Smart Travellers are always on the move

Smart Travellers travel more than average mainly by plane. They have mastered the art of combining business and leisure travel and know all tips and tricks around this subject.

They are urban people who feel most comfortable in busy metropolises and want to participate in the cultural offering of their destinations.

55 Smart Travellers travel more than average mainly by plane. They have mastered the art of combining business and leisure travel and know all tips and tricks around this subject. These experience seekers don t like staying at one place for too long, but actually enjoy being always on the move. They are urban people who feel most comfortable in busy metropolises and want to participate in the cultural offering of their destinations. Smart Travellers have a high disposable income and like to spend their money on cultural events, travel and design furniture. They pay special attention to appearance and are very self-assured about their personal clothing style, which is sophisticated yet casual. As they value high quality in products as well as in services and experiences, they do prefer to shop in a physical environment. The Target Audience 055

56 056

57 The Target Audience 057

58 058

59 Sources 6/7 Hillary, C., 2016, Navigating Chile s Marble Caves, for ignant.de 8/9 Sakai, N., 2014, J.Crew Lookbook Spring/ Summer /9 Diekgerders, H., 2015, Rimowa Lookbook /11 de Medeiros, D., 2016, Maison Kamari 10/11 Harris, G., 2015, H&M Magazine 12/13 Harder, G., 2014, BASQUE REGION OF SPAIN FOR BON APPETIT 14/15 Harris, G., 2015, H&M Magazine 14/15 H&M men s style update campaign S/S /15 Unknown source 14/15 Unknown source 14/15 tailormadelondon.com, D Bar Tags 16/17 Corrent, C., 2016, A Trip Through Northern Morocco, for ignant.de 18/19 Everlane Lookbook 2016, The Linen Crew Sweater 20/21 Phoenix, J., 2016, A Road Trip Through The Catalan Pyrenees, for ignant.de 24/25 Unknown source 28/29 Gaubert, G., 2016, A Wander Through The Wilderness Of Southern France, for Ignant.de 30/31 Valerie Hannwacker, 2016, Clouds Sources

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61 061 30/31 Unknown photographer, Boston Logan International Airport, 32/33 Gehrke, P., 2014, H&M Modern Essentials A/W /33 Unknown source 34/35 Kramer, I., 2016, MalaNaza 34/35 COS Lookbook Spring & Summer /35 Poon, R., 2014, Stahl House, for CEREAL 36/37 Bulc, J., 2015, A Trip Through The Pacific Northwest, for ignant.de 40/41 Zalenga, L., 2015, Strolling through Helsinki, for ignant.de 42/43 Everlane Lookbook 2016, The Relaxed Linen Shirt 42/43 Unknown photographer, 2012, Signage Vienna Airport design by Integral Ruedi Baur Paris 44/45 Bulc, J., 2015, Heceta Lighthouse on the Oregon coast 46/47 Bailey, L., 2013, Lookbook Filippa K Spring/ Summer /49 Ambrose, J., 2015, The view on the ferry from Anacortes to Friday Harbor, Washington 48/49 Blanco Mendizabal, E., 2011, The Oscar Niemeyer International Cultural Centre 50/51 Hillary, C., 2016, Navigating Chile s Marble Caves, for ignant.de 52/53 Unknown photographer, 2010, Tyler Brûlé 52/53 Unknown source 54/55 Uniqlo Lookbook Fall/Winter 2014/15, Ines de la Fressange 54/55 Mandella, J., 2010, Mark Rothko at MOMA 54/55 Domanski, M., 2013, Streets of Paris 56/57 Jacob, D., 2016, for FreundevonFreunden Travel Blog Sources

Framework for Defining my Logo Brand

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