THE APHRODITE BAG
BRAND EXTENSION
PROPOSAL
*non-affiliated
TUMI’s brand focuses on luxury through travel longevity and high quality materials.
A discussion with their brand designers points to desires improvement on their reachability to younger audiences, stating “Our consumers our mainly businessmen….We are struggling to connect to Gen Z.” So, how could we imagine a brand proposal for them that would have a focused connection to a younger, feminine audience?
Comparing TUMI’s best selling purses to current trending professional bags lead me to a better understanding as to where they could be pushed to reach the personality that Gen Z desires in purses, while still creating a sleek look.
IMAGINING THE GIRLBOSS
How can we create a long term use bag that supports up and coming Gen Z “girlboss” in professional and personal settings?
LOOKING AT “DAY TO NIGHT” USE
(work, commute, errands VERSUS going out, events, clubbing & bars)
The Aphrodite Bag combines professionality with personality.
Includes
Unique sillouette
Two strap types for multi-modal use
Removable backpack straps for an extra sleek look
TUMI-based colorways
Gold metal accents
Inside zipper for extra protection
Two outside pockets for extra storage
