KEYDESIGN



Hartmann 'American Hero' Line Refresh

Hartmann wanted us to refresh their Advisor collection of business briefcases and small rolling suitcases to attract younger customers, but keep their strong visual identity. 

Customers keep Hartmann bags for a long time because of their excellent quality and the nature of the belting leather that becomes more beautiful with use. Because of this, the design of these bags have a more timeless and subtle look that can be appreciated for long time.

We kept the very recognizable Hartmann style, like the way various parts are sewn together, or the rounded rectangular shape, and we aded more of a soft-modern face with curved sides. These curves are typically used on backpacks or women's bags, and they have worked well to create more a unisex feel that young urban professionals identify with.