Carlton
Premium business luggage range — product identity study
Strengthen the brand identity of Carlton on the European market with a new range of more premium business luggage. The challenge was to renew itself with a line of 3 sizes luggage with stronger design codes and which could become the emblem of the brand. The technical constraints were to use Polycarbonate (PC) and an aluminum frame.
Providing solutions that maximize the convenience and effectiveness of luggage for frequent use. The 3 sizes of luggage must be nest able. Telescopic tubes for retractable handle integrated in the shell, in order to both ensure the soundness of the mechanism, but also offer an almost flat inside to save space storage. TSA locking system. The aluminum frame was replaced by a Zip system in the final version of the luggage, to gain even more lightness.
![Carlton-VIP-Business-Line-F2-Web3](https://ni-cr.com/wp-content/uploads/2022/12/Carlton-VIP-Business-Line-F2-Web3.jpg)
Backstage of the project
Brand values
Illustration of brand values Carlton, with its definitions and, for each, value a formal illustration, which allows a better overview of the brand and its universe. Those values will be formalized during the design research stage.
Smart: Luggage that are both elegant, and ingeniously design and manufactured offering smart and ergonomic solutions.
Timeless: Luggage which are made to last, both because of their quality, reliability, and timeless design.
Distinctive: Luggage that are different; luggage that possess a kind of elegant uniqueness.
Qualitative: Luggage which are perceived as good/high quality by user because of the right choice of materials, finishes and functionality.
Project trend axis
Inspiration from the premium automotive trend (Audi TT 2nd generation) with a “young business man” spirit. Strict shapes, sober colors. It’s a business line, which has to emphasize the seriousness and professionalism of their users during their business trips. Importance of sophisticated details, premium finish. Clever and functional systems for storage and use. Highlight of a recognizable detail, which allows an immediate identification of business positioning of the range.
Design research
Research of a strong design code: a vertical central strip with aluminum finish, to visually position the luggage range in the business premium world. This strip allows different finishes proposals for the same luggage (leather finishing, chrome etc …). It also incorporates a retractable hook (to hang a bag for example) hidden by the brand logo. Vertical lines creates a graphical effect which the central strip, reinforcing the business aspect of the luggage.
Concept stage
The vertical lines are simple to reinforce the sober look and seriousness that we expect from a business luggage. The vertical lines are structuring the luggage and give more rigidity to its structure. Hanging points at the angles and integrated into the aluminum frame can be used to hang small bags. Small storage systems are integrated in the back of the luggage, as well as inside of the cabin trunk for better storage optimization.