Protocol Luggage Rebrand

Protocol is an established value luggage brand at J. C. Penney. Historically, the brand was a solid performer; unfortunately, sales figures were shrinking. Due to greater travel experience and space-disrupting DTC brands, the customer was expecting more from a luggage brand.

I conducted extensive research in department stores, big box retailers, and online when I redesigned Protocol. Updating the aesthetics injects some much-needed energy into the brand. Spotlighting capacity, piece-count, and construction details clearly communicates value and capability. The top-down photography is playful and helps the customer visualize how they can use all the components. This is especially important when shopping multi-piece sets that nest inside themselves like a Russian doll on the sales floor.

Along with updated product design, this new branding has directly contributed to a sales increase.