Barmes
Creating a visual identity designed to move at the speed of travel.
Barmes is a new premium luggage product that sought a new identity to better resonate with the demanding needs and expectations of luxury customers today. We established a brand strategy, crafted a flexible visual identity and collaborated in the product development process to deliver a striking brand and product that's designed to move with you.
Travel
Fashion
The Brief
After multiple product iterations and failed attempts to break through the competitive travel accessories space, Barmes was looking to reinvent itself with a more premium look and feel that positioned the brand upmarket. In order to make this vision a reality, they needed a partner that could reimagine all aspects of the brand experience from digital to physical touchpoints and everything in between.
The Approach
Barmes had a clear differentiator in that the carry-on luggage case can be accessed entirely upright, so we leaned into that to create a compelling proposition that evoked a more premium feel than other travel accessories while still providing a greater value than luxury options on the market. This started with a refreshed brand platform that included a new identity system as well as a totally reimagined physical experience, from the product itself to the packaging and in-person activations. We extended that to digital through a comprehensive go-to-market strategy and social content activation which allowed Barmes to build a passionate community of travelers who rallied behind the brand and the product.
Results
Multiplied Revenue Goals
Our omni-channel marketing campaign allowed us to meet and exceed our revenue goals within the first 90 days of launch, driving 300% growth compared to our benchmarks.
Seeded Celebrity Growth
We partnered with NFL and PGA players as well as celebrities on the move to showcase how the product could adapt to an on-the-go lifestyle, seeding authenticity and validation in market.
Press & Retailer Partnerships
Barmes was placed in key news segments for ABC, CBS and FOX while also securing global distribution in US retailers like Nordstrom, Touch of Modern, Modesense as well as Selfridges, Printemps, KaDeWe and Rinascente in Europe.
