Trunki Brand Guidelines

runki is an iconic product, but the brand had not kept pace with the business. It was still being perceived as “a suitcase in a box” when in reality the company had evolved into a full travel solutions brand for families. The challenge was not to redesign a logo. The challenge was to reposition the brand for growth.

Our task was to transform Trunki from a product brand into a travel brand.

We started with strategy. We redefined the brand positioning around making family travel easier, more fun and less stressful. This led to a new brand platform built around adventure, reassurance, problem solving and imagination. The brand needed to speak to parents and children at the same time, balancing fun with trust.

We then rebuilt the entire brand system from the ground up. This included brand positioning, messaging, tone of voice, visual identity, colour palettes, typography, illustration style, photography style, packaging, digital, social, email, website and retail communications. The result was a complete brand world, not just a new look.

The new identity is brighter, more confident and more flexible. Organic shapes, journey arrows, icons and illustrations create a recognisable visual language that can work across products, packaging, retail and digital. The tone of voice was rewritten to reflect real family life, not perfect travel moments.

The redesign also created consistency across global touchpoints, allowing Trunki to launch new products, campaigns and retail experiences under one unified brand.

The impact was significant. The brand moved from being product-led to brand-led. Marketing became more consistent, social engagement increased dramatically and the redesign supported double digit growth on core products and major improvements in engagement across digital channels.

This was not a logo project.
This was a business repositioning delivered through brand.

Trunki is no longer just a suitcase you ride on.
It is a travel brand built for real family journeys.

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