A lot of R&D goes into every component of a Samsonite suitcase, from the materials to the wheels, handles and locks, in much the same way as the car industry. As part of elevating the Samsonite brand, we wanted the product art direction to take an automotive / sports car aesthetic to ‘hero’ the product, validating the price point and creating what was officially termed ‘carousel appeal’.

We created strict photography guidelines and layered toolkits to ensure that future product ranges could be shot in any of the key Samsonite locations globally and guarantee visual consistency for things like angles, view points, tones of backgrounds etc.