Samsonite launched its first global integrated advertising campaign “Born to Go”. The campaign marks a new brand identity for the world-renowned travel brand.

Client: Samsonite      Agency: Wunderman Thompson Antwerp     Role: Concept design

The new brand identity, which appears in print, outdoor, digital and in-store, features photography by Olly Burn, captured in urban settings across different conditions. 

There’s also a typeface, the Samsonite Sans, comprising slightly squat but dynamic letterforms that evoke a sense of being “on the go.”

BORN TO GO

Gone are the days of rootedness to one place. There is a socio-cultural shift occurring, fuelled by a new concept of global citizenship. Driven by the desire of today’s urban nomad generation to see more and do more, international travellers are looking for authentic experiences, seeking out ways to get under the skin of the cities they visit and reside in by fully submerging themselves in the urban adventure. Today, travelling is about much more than taking a big trip few times a year, it’s about a new mindset of continually moving and roaming across cities all over the world. Our life is about being on the go.

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