Business Luggage Range for Carlton, at Sequoia-studio
Business Luggage Range for Carlton, at Sequoia-studio from Nicolas MELAN
Business Luggage Range for Carlton, at Sequoia-studio

Brief:
Strengthen the brand identity of Carlton on the European market with a new range of more premium business luggage (going upmarket). The range of 6 luggage would be made of Polycarbonate (PC), and feature an aluminium frame. All luggage would be nest-able, and would be the signature/emblem of the brand.

Strategic design choice:
Working on the brand values first, then revamping the brand design codes, and finally design the new iconic premium luggage of Carlton. Give a new impulse to Carlton, so they could leverage on (for communication purposes), but also to design subsequent luggage.

My involvement in this project:
• design team leader & lead designer • project / ressources management
• client interface • market analysis
• trend analysis • product general architecture
• internal component placement • tech integration
• scenario of use • patentable features
• industrial design (sketching, CAD, CMF) • 3D rendering
• follow-up with engineers and factories

View Website
Brief: Strengthen the brand identity of Carlton on the European market with a new range of more premium business luggage (going upmarket). The range of 6 luggage would be made of Polycarbonate (PC), and feature an aluminium frame. All luggage would be nest-able, and would be the signature/emblem of the brand. Strategic design choice: Working on the brand values first, then revamping the brand design codes, and finally design the new iconic premium luggage of Carlton. Give a new impulse to Carlton, so they could leverage on (for communication purposes), but also to design subsequent luggage. My involvement in this project: • design team leader & lead designer • project / ressources management • client interface • market analysis • trend analysis • product general architecture • internal component placement • tech integration • scenario of use • patentable features • industrial design (sketching, CAD, CMF) • 3D rendering • follow-up with engineers and factories
Initial design, with an aluminium frame (part of the client’s brief). Inspiration from the premium automotive trend (Audi TT 2nd generation) with a “young business man” spirit. Strict shapes, sober colours. It’s a business line, which has to emphasise the seriousness and professionalism of their users during their business trips. I brought sophisticated details, clever and functional systems for storage and use. I used a strong design code: a vertical central strip with aluminium finish, to visually position the luggage range in the business premium world, and help the brand to be immediately recognised. This strip allows different finishes proposals for the same luggage (leather finishing, chrome, carbon, etc …).
Initial design. The vertical lines are simple to reinforce the sober look and seriousness that we expect from a business luggage. The vertical lines are structuring the luggage and give more rigidity to its structure. Hanging points at the angles and integrated into the aluminium frame can be used to hang small bags. Small storage systems are integrated in the back of the luggage, as well as inside the cabin trunk for better storage optimisation. It also incorporates a retractable hook (to hang a bag for example) hidden by the brand logo. A net on the back shell of the luggage helps to carry a newspaper or an umbrella.
Produced version; after the client’s request during the follow-up stage, the aluminium frame was replaced by a zipper version and the telescopic handle has been replaced by a flatter version. The wheels have been replaced by dual wheels system, for better gliding and the escamotable hook has been cancelled. Result: This range increased the sales of Carlton on the business luggage by over 30% the first year (2009). 220 000+ units were sold, and it is still selling in 2024. It became the record in sales for Carlton + this range also helped Carlton to renew its brand image.
Commercial from Carlton, featuring the business luggage cabin size, in signature, at the end of the video.
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Business Luggage Range for Carlton, at Sequoia-studio

Brief:
Strengthen the brand identity of Carlton on the European market with a new range of more premium business luggage (going upmarket). The range of 6 luggage would be made of Polycarbonate (PC), and feature an aluminium frame. All luggage would be nest-able, and would be the signature/emblem of the brand.

Strategic design choice:
Working on the brand values first, then revamping the brand design codes, and finally design the new iconic premium luggage of Carlton. Give a new impulse to Carlton, so they could leverage on (for communication purposes), but also to design subsequent luggage.

My involvement in this project:
• design team leader & lead designer • project / ressources management
• client interface • market analysis
• trend analysis • product general architecture
• internal component placement • tech integration
• scenario of use • patentable features
• industrial design (sketching, CAD, CMF) • 3D rendering
• follow-up with engineers and factories

View Website
Available
Freelance, Full-time, Moonlighting
Nicolas MELAN
Industrial Designer, Strategist, Consultant & Coach - I help brands... Zhongshan, China