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 changing consumer preferences and disruptive 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 injected 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 features. This is especially important when shopping multi-piece sets that nest inside themselves on the sales floor.