Antl e r Produc t
Luggage
Live
De si gn A / W
B r ief 2012/13
Antler Brand with signature red and white branding featuring antler logo.
P RO M OT I O N
Promotional advertisement for lightweight luggage design.
Market Board
BRANDING
ONLINE PRESENCE Antler website design and use of social media and promotional aspects.
C O L L A B O R AT I O N Collaboration of a competitive brand with an airline and marketed with celebrity endorsement.
C O M P E T I TO R S
Ke y c o m p e t i t o r s a m s o n i t e - p ro m o t i o n a l campaign example and a designer collaboration collection.
Brand Analysis
Design Features in Antler design 360 degree spinning wheel and security through built in lock.
A n t l e r f e a t u re s a r a n g e o f h a r d a n d s o f t c a s e s u i t c a s e s i n a Va r i e t y o f s i z e s a n d s t y l e s I intend to combine the two elements into one suitcase design Which could then be adapted to por tray antlers signature sleek look.
Sleek hard case design I intend to develop through a retro influence and feel to improve the design. Developing on Antlers already established hard case shell.
Research development into traditional suitcases and trunk design to influence and incorporate into Suitcase design,
Hard shell with soft side panels. Side view design proposals developing a hybrid product to combine two products into one. A hard shell suitcase with soft side panels to allow movement in suitcase size depending on luggage load.
I n i t i a l s u i t c a s e d e s i g n i n s p i r e d f r o m r e t r o t r u n k s a n d c a s e s . Tr a d i t i o n a l take on horizontal leather trunk design with side handle updated with a lightweight plastic hard shell with variation in coloured plastic to create stripped/strapping effect taken from retro design. Extendable handle and side handle.
Vintage Luggage wear and travel posters research created a retro inspired travel mood board provides a retro theme to the design,
Design Development
Design Proposals Ideas generated from retro inspired suitcase with traditional influences seen in the design such as the vertical strapping lines, curved cover details on the corners which has inspired corner design. Square flat top and bottom box design.
Colour palette for Antlers Retro Suitcase design A/W 12/13.
Design Features The design features 4 wheels, top and side carry handles and extendable handle. Main body of case is a rounded cornered hard shell case and feature two soft panels on the sides and top to allow movement in case size. The case is to feature a built in scale system through sensory panels on the base and weight is displayed on a light sensor screen.
11.3 Kg
Built in Scales To p o f s u i t c a s e d e s i g n t o f e a t u r e a screen to display weight of suitcase as part of a built in s c a l e s d e s i g n . To p r e v e n t g o i n g over baggage allowance when flying.
Product Proposal
Product Design Proposal T h ro u g h a n a l y s i s o f A n t l e r ’s p ro d u c t r a n g e t h e h a rd s h e l l s u i t c a s e w a s s t y l e o f c a s e I i n tended to develop into a retro inspired design as vintage / retro is a theme which is dev e l o p i n g t h r o u g h v a r i o u s p r o d u c t d e s i g n a n d a l w ay s s e e m s t o p r o v e p o p u l a r. T h e r e t r o e l e m e n t l i n k s w i t h t h e t r a d i t i o n a l E n g l i s h p ro d u c t i o n o f A n t l e r ’s h e r i t a g e a s a b r a n d a n d traditional Production. The design is inspired by traditional trunk suitcase design and travelling memorabilia.
Product Range Tw o c o l o u r w a y s a n d t w o s i z e v a r i e t i e s o f h y b r i d r e t r o i n s p i r e d s u i t c a s e r a n g e c o n s i s t i n g o f h a r d s h e l l c a s e s w i t h soft side panels with 360 rotating 4 wheel feature in built in weighing scales with light sensor digital screen on t o p o f c a s e t o s h o w we i g h t o f c a s e a n d b u i l t i n s e c u r i t y l o c k a s f e a t u re d o n A n t l e r ’s e s t a b l i s h e d p ro d u c t s .