Safari represents a fictional high end luggage brand designed to evoke that feeling of wanderlust. It’s that grab your suitcase and hop on a flight kind of vibe, with a luxury feel. Be it plane, train, or hot air balloon your Safari suitcase can handle wherever life takes you.
The task was to create a visual identity that would clearly and comprehensively convey a strong sense of freedom, luxury, and lust for adventure, while placing Safari as more than just a piece of luggage, but as a lifestyle.
Safari was built around the idea of seizing the moment, and saying yes to wherever life takes you. The process started by researching the history of aviation, specifically the J-1 Blechesel which is better known as the world’s first all metal aircraft. The five vertical lines inside the logo’s suitcase echo this monoplane’s sleek ribbed texture. Utilizing the negative space of a geotag suggests durability and an urge for adventure. Wherever the destination, your Safari bag is along for the ride.