TUMI

ESSENTIALLY BEAUTIFUL

The true beauty of TUMI isn’t just looks. It’s in the smallest features many overlook, and the beautiful feeling they inspire for all who rely on them every day. Every bit is essential. Every bit is beautiful. And just like that, Essentially Beautiful was launched as a new brand platform. 

We evolved their visual language into a more elevated space—showcasing their details in not just functional terms, but emotional too. Dual-recessed, ball bearing wheels that glide so effortlessly you feel a glide under your step. A telescoping handle that you can trust in your grip through any bustle. The humble zipper that never stutters once or gives you pause.

We debuted the new TUMI brand platform while enlisting the talents of Son Heung-min, Lando Norris, Reneé Rapp, and Ka-young Mun.