THE VENUS 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 other trending high end 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?
This archetype can help us look at “day to night” use, noting the sustainability of owning less while still valuing work/life separation.
The Venus 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
PHYSICAL PRODUCT MOCKUP
So, why “Venus”?
Aphrodite is famously known in greek culture as the goddess of love, beauty and femininity, but also a warrior goddess. There is a graceful feminism that takes strength and perseverance when rising in culture as a feminine identifying person.
In myth, her appearance shifts to be the viewers perception of beauty. This bag shifts to the need of the user.
Tumi product names typically reference Italian culture. “Venus” is often seen as the Roman alternative to Aphrodite.
