Unbreakable lightness.
CONTEXT
Translating the new
Samsonite material
Studies showed that consumers lead purchasing factors were: reliability and resistance. People perceived hard metal shells as more solid than flexible shells. It’s the opposite.
We had to reaffirm Samsonite’s position as the most innovative luggage company. Showcasing the superiority of the Roxkin™ material technology developed by Samsonite.
CONCEPT
Solid as a rock.
Remarkably Light.
“Unbreakable lightness” is the new breakthrough technology, combining exceptional durability with remarkable lightness. It is balanced through a product-centric, rational message that highlights performance and innovation, paired with an inspiring lifestyle approach designed to connect emotionally with consumers.
