TUMI: Essentially Beautiful (Rebrand)

INSIGHT:

The TUMI audience cares about more than just aesthetics. They are looking for products that are long-lasting, durable, and reliable. Both parts of the equation matter to them.

IDEA:

The true beauty of a TUMI goes beyond just its looks. It’s the beautiful feeling you get when you know you can rely on its essential, long-lasting features. .

ESSENTIALLY BEAUTIFUL

The Essentially Beautiful campaign brings the beautiful feeling of the TUMI products to life, and has elevated the work into a more ~ luxury lifestyle ~ space, transforming the brand.

NOTE: As CDs on TUMI, this work was created with the amazing creative team, Jessica and Gabie.

SON HEUNG-MIN FW ‘23

LANDO NORRIS FW ‘23

RENEE RAPP FW ‘23

SON HEUNG-MIN SS ‘24

KA YOUNG MOON SS ‘24

SON HEUNG-MIN FW‘24

LANDO NORRIS FW ‘24