A Modern Refresh for a Distinctive Brand

Hartmann is one of those “if you know, you know” brands.

Part of the Samsonite family, Hartmann is a distinctive brand of uncompromising quality and exceptional craftsmanship.

The Hartmann team turned to Nail Communications to collaborate on an updated brand look and feel.

For Hartmann, the key was to acknowledge the quality and craftsmanship of the brand while building around the insight that both the traveler and the leather-trimmed Hartmann luggage grow more refined over time.?

The outcome of this collaboration is a new, highly flexible system.

THE IDENTITY SYSTEM

Nail devised a visual refresh that aligned with new brand positioning for Hartmann, as well as developing ways to celebrate the product’s craftsmanship through thoughtful design choices.

The brand guideline documents the purpose and vision of the brand, its written voice, and consumer persona. On the design side, some key components:

- The Hartmann color palette draws warmth from the premium materials they create

- Patterns provide iconic context to advertising, in-store materials, social media, and product design

Learn more about our perspective on how to refresh a brand's identity in Forbes.

ABOUT NAIL COMMUNICATIONS

Nail Communications is where every brand finds its fascinating. For 25 years, Nail has made award-winning advertising, design and branding work for regional, national and global brands. To learn more, visit nail.cc.

ABOUT HARTMANN

Since 1877, Hartmann has created exceptional luggage for the most refined travelers. Each meticulously crafted piece embodies the sophistication of those who travel with them. No matter the journey ahead, our luggage ensures you carry an enduring symbol of integrity.