Suitcase Design
Elephant 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
Design Team shadowed and observed users of
hard luggage at transit points, cloak rooms,
car boots, conveyor belts, staircases,
escalators and so on. The design research
also included understanding buying decisions.
In–depth interviews were conducted with
the users to get to the core of functional
& psychological concerns. 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
the overall product light weight. The suitcase
has been designed and launched in two sizes,
31" & 27" and in a number of colors.
The design solution incorporates many innovations:
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The number lock, placed at an angle can be read easily irrespective of the suitcase being kept in the vertical or horizontal position.
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A push button activated handle that quickly releases to become a pull out handle for easy free wheeling.
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The shell of the suitcase has been designed to prevent rain water from trickling into the insides.
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Weight of suitcase is lesser than any other in the same category.
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Castors are protected by built-in design features.
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Launch
The suitcase was successfully launched under the
brand Carlton in UK and is being sold in India
as Admiral with encouraging results.