June 2024

Re-Crafted

RIMOWA

Date

June 2024

Timeline

1 Month

Client

RIMOWA

Industry

Fashion

A campaign system built around giving old luggage a new life

RE-CRAFTED gives pre-owned RIMOWA aluminium luggage a new lease of life, a circular model built on reusing, repairing and recycling suitcases to help build a more sustainable world. Office of Joe Diver led the concept and design of an entire campaign system for the initiative, built to slot into the brand's iconic existing system while carrying the circular, reusable idea at its core. The output was delivered as templates for RIMOWA's internal team, deployed across print and digital, and ran across newspapers in Germany as well as their own social and web channels.

Services

Delivered

  • Campaign
  • Digital

The system leaned on a circular lockup and clean, precise typographic alignment, both reinforcing the same idea from different angles: nothing wasted, nothing out of place.

One system, built to move between print and digital.

Flexible by design

Running across both formats meant the system had to flex without compromise. Micro-details, coordinates, and a considered mix of upper and lowercase type, gave the campaign a sleek, precise feel that held together whether it appeared in a newspaper or on a screen.

Outcome

Reinforcing the brand’s commitment to sustainability.

Modular System

A modular system was built and delivered to RIMOWA's marketing team for execution across a long-term campaign. Comprehensive system foundations meant the campaign could hold up in almost any medium it needed to appear in, strong enough to carry the campaign anywhere it needed to go.