Fueled by an unwavering determination to redefine the luggage industry, a co-founder of Tumi embarked on a remarkable journey. His mission was to shatter the monotonous uniformity of black luggage, which lacked distinctiveness and failed to echo a consumer's individual identity.
Their desire to express individuality in every aspect of life led to the inception of Roam Luggage. Roam presented customers with an unprecedented platform for comprehensive suitcase customization — enabling them to transform their luggage into authentic extensions of their individualities.
After half a decade of defying industry norms with their singular product, Roam required a thorough rebrand to better echo their expanding repertoire and growing customer community. Design Dept collaborated intimately with the Roam leadership team to craft an innovative visual identity system, packaging design, website interface, and email marketing strategy.
The revamped Roam design system facilitates cohesive brand resonance across print and digital platforms. The contemporary design and streamlined user experience structure expedite the checkout process, rendering it more effortless and swift. The result is a more gratifying brand experience as customers personalize their Roam offerings.
“Revitalizing the Roam brand with Design Dept has been an exciting journey that stretched far beyond a traditional rebranding. From redesigning the entire website, to reimagining all of our marketing assets including email and performance marketing to elevating every consumer touchpoint, including our packaging. The studio’s combined talents have infused every aspect of Roam with a renewed identity that truly resonates with our mission and the effort has paid off with significant growth for the brand.”
— Jon Levine, CMO, Roam Luggage