The Weekend Tripper’s customer is a smart, savvy thirty-something professional. They care about how they look and will invest in a nice hand-made pair of leather shoes; they read Smith Journal; have a hint of New York about them, and weekend trips for work or pleasure are commonplace in their busy schedule. They don’t own a suitcase and wouldn’t be caught dead wheeling one behind them; they’d rather inject a little bit of luxury into their travel with a smart leather overnighter.
Like their target audience, The Weekend Tripper needed a strong, sophisticated visual identity that was no mess, no fuss. With a logotype that is clean and crisp, a pattern was an important element to give the brand character and a unique visual identity. Playing with the concept of travel, movement and journey, various pattern elements in vintage-inspired colours like navy, mustard and cream give a nod to the purpose of the brand’s products in an abstract way.