Ketel One & Tumi
Situation
Tumi and Ketel One are brands known for their attention to detail, quality, and craftsmanship.
Each has a strong and complementary consumer base and assets that could enrich the other. But there was no shared product relevance.
Solution
Together with the Tumi marketing and design teams, an integrated offering combining travel and mixology came to life. A three-tiered product line: Tumi mixology case ($5,000), a backpack ($500), and bottle tote ($45) each featuring Ketel One. The concept: The foundation of good travel and a good cocktail is in the craftsmanship.