Life is Good Hardside Collection
Design Brief
My Role: Lead Designer/ Project Manager
Life is Good is a Boston based brand that came to American Tourister with a collaboration opportunity. I got the chance to lead design and development for the Life is Good brand to create an exclusive co-brand collection of printed Hardside luggage for both the Life is Good stores and AT.com
Research
Life is Good provided the following Logos and colors for their 2020 season.
In order to figure out the best opportunity and users for our collection, we looked at where Life Is Good and American Tourister overlapped. By looking at the Brand values of Life is Good, we were able to identify the Vacationer as the target audience and focus the product to that.
Simultaneously, the High Sierra brand was creating a line of Backpacks for Life is Good. Their focus was on camping and outdoors, so to differentiate, we focused on Beach and Vacation life.
First Concepts
In collaboration with Marketing, we decided on 3 printed Hardside Luggage concepts to move forward with. 2 would be all-over prints, as these are the easiest for manufacturing. The 3rd concept would be a placement print, to mimic the T-shirt style graphic that Life Is Good is known for.
Placement Print
All-Over Prints
Treat concept like T-Shirt print
Based on the below art, we went forward with 3 designs. Each piece of art was specific to a tropical or vacation theme based on our target user. The different graphics were all unique and allowed us to appeal to a broader customer base. Next, we moved forward with creating the all-over prints.
1. Mason Jars
2. Hibiscus Flower
3. Beach Van
1. Mason Jars
2. Hibiscus Flower
3. Beach Van
Branding
Together with the Life is Good team, we created a Co-Brand logo that would suit both Brands. On product, it would appear on the Grab Handles, Logo Plate, Interior Label, and ID Tag.
Development
This project required colormatching and print modification. The Factory had problems getting the component colors to match correctly, this took many attempts. The Exterior Prints were also difficult to execute without warping of the graphics during sampling. All problems were fixed for production.
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Final Designs
The Final Designs below show the Exterior Print and Interior Print for each print.
Below is the final assortment that launched in January 2020.
Conclusion
In February 2020, I was able to spot the collection "in the wild" at the Life Is Good store in Portsmouth, NH. The collection is still selling on the Life is Good and AT.com websites today.
