Challenges

They weren’t just selling luggage. They were selling belief. “Brave trip energy,” without sounding like a motivational poster taped to a suitcase. On top of that, they needed to look premium and global, not like a fast template brand that changes fonts every Tuesday.

Solutions

• Refined positioning around courage and independence, young-at-heart, not “cheap travel gear.”

• Designed the W+O symbol as a wheel cue, so the mark feels built-in, not slapped on.

• Built a gold-and-white palette that reads premium but stays light and modern.

• Created a modular visual system for packaging, hang tags, product cards, and ecom layouts.

• Set typography and composition rules that reduce the “marketplace listing” look.

• Defined a photo and content direction, airy, bold, exploratory, with room to breathe.

Outcome

WOLFRINE moved from “cross-border product” to “brand with a point of view.” The system made everything look cohesive across packaging, promo assets, and digital touchpoints. The result felt more premium, more intentional, and way more ownable.