Project Design for hard luggage segment : Admiral
Client Aristocrat / Carlton (VIP Industries)

Challenge
VIP Industries (Aristocrat) wanted to launch a new product in the 'volume driver' hard luggage segment to increase its domestic and export growth. This hard luggage design was targeted towards the traveler with a heart for rough travel.

Elephant Research
Research included shadowing and observing users at various points and understanding their buying decisions. In-depth interviews were conducted with the users to get to the core of their functional & psychological concerns during suitcase use & travel. Ergonomic considerations were plotted to make the bag as user friendly as possible.

Elephant Solution
The design effort was aligned towards providing user-friendly features for the budget conscious traveler while giving him contemporary and robust aesthetics. This was achieved keeping overall product weight below 5.5kg, 3 point locking, easy quick release tow handle, increased shell strength, rain proof seal, easy to read numerical lock, common inventory of parts and nestability. The suitcase has been designed and launched in two sizes, 31" & 27" and in a number of colors.

Result
The sales result has been encouraging after its launch under the brand Carlton in UK and as Admiral in India.