Rimowa - Development stage

As the visual identity for Rimowa was developed, it was prepared into a presentation ready to pitch to the design studio who actually rebranded Rimowa 2 years ago - Commission. 

Logo - The logo did not change after its developments in the initial ideas stage, this is because it is effective and appropriate. 

Posters - Developing from the initial idea of suggesting the grooves of the suitcase on the poster, this set of posters does this, but in a sleeker and more mechanical way. The grooves run across the page at an angle, referencing the diagonal grid systems often found in bauhaus design, and they were outlined instead of filled in, in order to reduce the contrast on the page and to further communicate this idea of space. 

Notebook - The design of the notebook was not changed, except for the addition of 2 metal pins at the top which would hold it together. These were added in because they evoke the aluminium of  the suitcases themselves, and therefore there’s this engagement and cohesiveness with materials as well as the design.

Luggage Tag - The pages of the notebook fit directly into the luggage tag, which make it easier to label your suitcase on the go. A luggage tag is effectively an extension of the suitcase itself, you only over see them when they’re attached to the suitcase, so for that reason, it was designed to mirror the material and tactility of the suitcases, being made out of aluminium and being bevelled/embossed. It’s almost a microcosm of the suitcase. 

Suitcase - The aluminium stamp which would be applied to the suitcases was toned down and simplified to simply having the logotype engraved on. This is a lot more clean and efficient, and ultimately, since this is going on the actual suitcase, it doesn’t need those diagonal lines to evoke the grooves of the suitcase, because the suitcases’s grooves are there. 

Shopping Bags - A lot of luxury brands have very minimal shopping bags, white with a black logotype on. A similar approach was taken with these bags in order to situate it as one of these luxury brands. The only difference being the brand colours were applied to the nags just to make them a bit brighter and to further cement the visual identity. 

Advertisements - ‘Form follows function’ was a key phrase associated with the Bauhaus movement. On these posters we see the phrase ‘Form & Function’ referencing that Rimowa suitcases are not only highly practical and good quality, they’re also really beautiful products. Part of the brief suggested a few short little phrases that could be applied to advertisements and branding, so this acts as one of those phrases. The brand identity is applied suitably to these poster advertisements, with the highly readable Helvetica Neue Light, an application of some of the brand colours, and images of the product offset by a cluster of the diagonal groove lines. 

Social Media - The approach to the social media is simple, looking on Rimowa’s instagram page, they have some really beautifully taken images of their products, and the events that they do. These events and brand collaborations are the sort of thing people enjoy reading about, especially the age range that social media ads are targeted at. These ads use the engaging photos of Rimowa products and events, and simply place the logo on top, in one of the brand colours. This also demonstrates the strength of the visual identity, evoking the brand simply with the logotype and a colour. 

Publication - Finally, after seeing all these really great images and looking on Rimowa’s site where they have a sort of blog about events and news, it seemed like a great idea to a design for a publication, this could feature news about the brand and travel segments. Again the visual identity is applied very simply, but with a bold effect.