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Samsonite – Brand Refresh


Established over 100 years ago, Samsonite is a global leader in the luggage market. Known for their reliability and durability, the Samsonite name is synonymous with quality. 


Egelnick and Webb was approached to work with Samsonite on a global level, retained on a monthly basis to ‘trade up’ their branding to reflect their reputation. 

A key requirement was to improve the function of on product collateral. It serves a ‘silent salesman’ role, as luggage is often sold in department stores, the customer needs to understand quickly and easily why the potentially more expensive product is better.

Given the level of R&D that goes into every item of Samsonite luggage, we wanted a clean, technical ‘look and feel’, and for the photography to highlight up to four key benefits.

Creative Execution

We introduced a strong yellow to the brand colour palette and used it as an eye-catching tab to highlight these key sales benefits as a first point of reference.

Any information has to appear in 21 languages, so we developed a suite of informational icons to communicate other aspects e.g. warranty length, testing processes etc. without words, which brought the product booklet down from an epic 28 pages to 8 and the unit cost as a result.


  • Rebrand
  • Brand Guidelines
POS & Advertising
On Product
Brand Guidelines

    By Your Side Client Testimonial LA was fun - the shots are fab - the best we have done yet - so thank you. Richard Brett Global Vice President - Marketing Communications Samsonite Samsonite
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