Strandbags is a travel and fashion bag destination. Founded in Australia in 1927, it is a hugely successful business and a household name across the country. Although still highly profitable, Strandbags had become acutely aware that its once successful brand strategy and visual language was now threatening its current relevance. It needed a collaborative partner to clarify its point of view and take it to a younger, global audience, without alienating its current loyal customer.

A New Journey

Buying a suitcase is typically a functional experience. How could we inject inspiration into it? How could handbags say ‘fashion’?  How do we make value visible? How could we make the breadth of range visible and navigable? We needed to tell a story that connects with the audience and brings Strandbags’ strengths to the fore.

Our strategy focused on transitioning perceptions from ‘discounter’ to ‘value retailer’ by injecting a sense of lifestyle and travel into the brand experience; from ‘luggage’ to ‘travel’, ‘handbags’ to ‘fashion’.

“Taking People Places” is the brand idea that brings this to life. It’s not about discounts and bargains, it’s about life’s journeys. No matter who you are or where you’re going, Strandbags has the right bag for you.

The wordmark represents the connection between bag and person, always by your side, enhancing every journey and adventure. The handle is the symbol of this connection, creating the start of a journey, from A-B and beyond.

Lifestyle photography captures the variety of scenarios, from having coffee to hailing a cab, leaving hotels to walking in parks – the bag catering to any human need. While the bag is in frame, the hero is the journey.

By using the brand’s iconic red in a more premium way, establishing a clearer messaging hierarchy throughout and forming a strong narrative, a new Strandbags journey begins.