Away
Luggage
The Client's Challenge
Away seeks to bring thoughtful and functional luggage design to the masses. With finishes and details associated with premium luggage brands, their direct-to-consumer retail strategy enables a price point more accessible to travelers who should be focusing on the excitement of the experiences ahead of them, rather than on the expense of a suitcase. Box Clever worked as industrial design partners to enhance and perfect design details at every opportunity.
The Strategic Approach
Away Luggage was strategically designed to empower modern travel. Our team explored ways that luggage could meet the needs of how people traveled now versus repeating the norms of the past. We challenged the client and ourselves to explore how the energy, joy, and contemporary lifestyle needs of travel could be expressed in the design, form, and functionality - to create a modern brand with a product that stands out from the crowd and incumbents.
The Creative Solution
Luggage as lifestyle, with beautiful colorways, integrated portable power for charging mobile devices, lockable flat-fold zippers, and a highly recognizable design aesthetic.
The proportions of the luggage are maximized to meet restrictions of major airlines, while the hard shell is built from super lightweight 100% Makrolon polycarbonate, designed to maintain a balance of durability and aesthetics.
The Business Impact
Launched in August 2018, AWAY has gone on to become the most successful modern luggage brand on the planet, and achieved unicorn status in late 2019, with a market valuation of $1.4B.
Ongoing growth has been sustained through partnerships, color and material extensions of the line, all drafting from the design language and strategy established with our team at Box Clever.
Design Awards
