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Rimowa

The new identity honours the company’s heritage, while providing a contemporary and timeless foundation for its future endeavours. From day one it was a pleasure working with Hector Muelas and his design team at Rimowa. To create a truly beautiful and concise project it is crucial to have the trust and eagerness of the client to push the brand in a new direction.

Rimowa is a self confident brand with a clear idea of its future. In response, we created a reinterpretation of their DNA to lead the way. Since 1898 Rimowa has stood as the prototype for German quality and design, perfectly combining form and function in their signature products. A Rimowa suitcase is the archetype of luggage, it combines luxury and intelligent traveling. For the Rimowa logo, we selected a utilitarian sans serif typeface to inform the brand’s new typographic language. The typeface’s refined, understated forms reflective of the functional luxury found in Rimowa suitcases. Its versatility, an indication of Rimowa future ambitions. A luxurious customer experience was the main focus for the redesign of Rimowa’s collaterals such as packaging and signage and serves to accentuate the high standards and quality of the brand. In reference to the iconic aluminium suitcase, slick new colors —black, white, and cool grey— define the modern look of Rimowa.

Rimowa’s in-house creative team and two outside agencies, Bureau Borsche in Munich and Commission Studio in London, delved into the archives for inspiration. Studying the logo’s evolution over the years, they noted that earlier versions were more utilitarian — old German workhorse fonts popular at the turn of the last century. Along with the logo, Rimowa is introducing a new monogram inspired by the company’s original, a shopping bag with ribbon handles held in place by rivets, and paper products with raised lines referencing the suitcases’ hallmark grooves. Wallpaper*

New Visual Identity Execution

48° 8' 6.45" N 11° 34' 55.132" E

00/00
Year

2017

Contributors

Photos © Luke Evans & Commission Studio

Rimowa’s in-house creative team and two outside agencies, Bureau Borsche in Munich and Commission Studio in London, delved into the archives for inspiration. Studying the logo’s evolution over the years, they noted that earlier versions were more utilitarian — old German workhorse fonts popular at the turn of the last century. Along with the logo, Rimowa is introducing a new monogram inspired by the company’s original, a shopping bag with ribbon handles held in place by rivets, and paper products with raised lines referencing the suitcases’ hallmark grooves. Wallpaper*

On Store Execution

48° 8' 6.45" N 11° 34' 55.132" E

00/00
Specs

Rimowa Store in Stuttgart and Los Angeles

Year

2017

Contributors

Rimowa

Basic Brand Elements Conceptual Development

48° 8' 6.45" N 11° 34' 55.132" E

00/00
Year

2017

Contributors

Rimowa

Stationary Conceptual Development

48° 8' 6.45" N 11° 34' 55.132" E

00/00
Specs

Letterhead
Envelope
Business Cards
Compliment Cards

Year

2017

Contributors

Rimowa

On Product Conceptual Development

48° 8' 6.45" N 11° 34' 55.132" E

00/00
Specs

Hangtag
Owners Manual
Thank You Card
Membership Card
Stickers
Guarantee Certificate

Year

2017

Contributors

Rimowa

Packaging Conceptual Development

48° 8' 6.45" N 11° 34' 55.132" E

00/00
Specs

Gift Box
Shipping Box
Dustbag
Shopping Bag

Year

2017

Contributors

Rimowa

Point of Sale Conceptual Development

48° 8' 6.45" N 11° 34' 55.132" E

00/00
Specs

Invoice
Invoice Envelope
Store Business Card
Store Card

Year

2017

Contributors

Rimowa

Promotional Sticker Pack

Munich Store Opening

00/00
Year

2017

Contributors

Illustration: Bureau Borsche