The world-renowned travel brand Samsonite had become ‘old’ in perception, while the world has changed into one global hub with big cities unstoppably attracting travelers and commuters. The objectives were to create a worldwide campaign to rejuvenate the brand and get millennials to connect with it.

We rejuvenated the brand by unifying the brand DNA with that of our target audience: millennials. With the new “Born to Go” brand campaign, Samsonite connects with millennials by celebrating the on the go mindset. The new baseline ‘Born to Go’ unifies the brand DNA with that of our target audience. Samsonite recognizes how the traditional 'adventure' has shifted to the Urban Adventure. So, we took city life as the foundation for our new visual identity.

We took city life as the foundation for our new visual identity. A bespoke typeface was created, based on heavy typography used in road markings and signage across cities. And just like real-life city type, we made it adapt to circumstances: ‘reactive typography’. A dynamic visual system, perfect for communicating any product feature. Executed in a wide range of vibrant colors based on city life. A new style of imagery brings the on-the-go urban vibe to life in photography and film. The new brand video shows its protagonists looking for authentic experiences in cities they visit and reside in.

A new brand universe as dynamic as the city life it is based on. Adaptable for all purposes and all markets, globally. Showing everyone that just like them, Samsonite is Born to Go.