A new visual identity has been created for Rimowa. Designed to celebrate the iconic company’s 120th anniversary, the new branding aims to help cement Rimowa’s position as the leading global manufacturer of functional luxury luggage.
Led by the vision of Rimowa Chief Executive Alexandre Arnault and Chief Brand Officer Hector Muelas, the visual identity is designed to provide a timeless, but stylish foundation for the brand's activities.
Working with a wordmark designed by Munich-based Bureau Borsche, Commission developed a monogram, typographic style, colour palette, pattern motif, and packaging suite that would deliver a highly considered brand experience for Rimowa's customers.
The new monogram is inspired by Rimowa's earliest branding from 1898, still present today outside the Cologne store. The two vertices within the mark are designed to reflect the iconic spires of Cologne Cathedral and are enveloped by the soft radius forms of a Rimowa case. The mark aims to serve as a reminder of the company's innovative manufacturing history and its strong connection to the city of Cologne.
Patterning, based on Rimowa’s iconic Grooves, also features across printed items from the brand. The 'Grooves' pattern replicates the scale of the actual grooves on the suitcases and is embossed on brand collateral to echo the highly textural experience of the product itself.
The new branding will now offer a highly considered experience to customers across Rimowa's packaging, retail touch points, and in-luggage items. Giftboxes, retail bags, owner manuals, guarantee cards, luggage tags, dust bags and liquids bags have all been overhauled with deep consideration given to materials, finishing, and mechanism. Rimowa will now offer a brand and packaging experience that matches the quality of the luggage.