Rimowa - Brief and Initial Thoughts




  • Founded in 1898 in Cologne, Rimowa’s values are: German Design, Quality and Innovation. 
  • The visual identity has been very similar since the 70’s, the brand needs a modern visual identity to match the innovation and quality that they value in their products. 
  • “One that allows us to create brand expressions that put the consumer at the center -applications that are thoughtful and considered, yet delightful and innovative.”
  • Though it’s an expensive product, it’s not about status, its a ‘passport’ of sorts, it’s for pioneers and travellers.
  • Germany, design and heritage are the brands core values, how can signatures be created that function alongside the identity that add character and highlight the brand values.
  • “The ‘grooves’ are the most ownable aspect of our visual DNA.”

In my opinion,  this visual identity needs to perfectly tread the line between luxury and durability, between quality and function. I think it should be rational and harmonious, but also have distinguishing features that really make it original and individual. 
In this collaborative group project, we are having a few days to research and come up with some ideas for the identity before we regroup, show each other our ideas and solidify the brand identity for our pitch. Im going to aim to thoroughly research he brand before I come up with some ideas for the logotype and identity.










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