The rebranding project for the suitcase brand Proteca on its 10th anniversary.
For this project, we provided design consulting for everything from the logo to graphics for in-shop display materials, catalogues, and the website, as well as for the polishing of current products, evelopment of new products, store design, and for TV commercials and other advertisements.
In addition to ensuring a consistent level of quality by confining the manufacturing process to facilities within Japan, we also took care to simplify the customer’s purchasing experience by expressing each of the product’s unique and extensive features with a single word.
Using a simple shape resembling a “p” drawn in a single stroke, the brand logo encompasses the following ideas:
1. the “p” in Proteca
2. an image of two arms carefully safeguarding what is packed inside
3. connecting people with places, and with other people
4. the smoothness with which the suitcases move
5. a return to the Earth once retired from use (representing product recovery and other environmentally-conscious efforts)
Silent casters that reduce noise and a ribbed construction that ensures rigidity will be standard features on all products.
We took steps to ensure consistency of both function and design by implementing uniform
interior and zip designs across all products, and by placing an aluminium “p” logo on the lower left wheel of all suitcases.
When reassessing colour variations, we made an effort to “return to the origin” by implementing colour tones used in products back in 1960, when ACE – the company that manages the proteca brand – began selling suitcases.
Moving beyond suitcases, we also provided design supervision for the new sub-brand, “AND PROTECA”, which offers suitcase accessories like covers and belts, pouches and bags for use inside suitcases, and undergarments designed with the traveller in mind.