Design | Rimowa Revival.

I've always loved Rimowa - that gold standard in luxury luggage and bespoke travel. The iconic shape and crisp aluminium lines running like bold, quicksilver strokes of decisive design has captured the aspirations of many a distinguished traveller for decades. And now, the brand has a new graphic identity that will see it gracefully slide into the next era, much like its wares on a baggage carousel.

Created by Commission out of London, Rimowa's new identity is both stylish and timeless, reminiscent of luxury fashion brands like Fendi and Céline. It features a new monogram, typography, colour palette and pattern motif to complement the wordmark designed by Munich-based Bureau Borsche. And we'll soon see this new identity being rolled out across a variety of different touch points, including packaging, retail experience and in-luggage items, as well as giftboxes, retail bags, owner manuals, luggage tags and dust bags.

Perhaps my two favourite aspects of this identity is the brand new monogram and the ribbed motif that is a reflection of the luggage's design language itself. Both have a visual lightness, making it distinctly & quintessentially - Rimowa. And this is further underscored by a sense of robustness that permeates across the entire system. It's the little details that make it special. The fact that the distance between the ribs on the manual cover is directly proportional to the distance between the actual ribs on the luggage is not just simple, but simply brilliant.

I'm also loving the cool light grey and white boards. It's fashionable without excess, stylish without fuss. Perfect for the modern luxury traveller.

Scroll down to see more of this beautiful overhaul.