Over the last 20 years, Travel Sentry has firmly established itself as an industry leader in the travel and tourism sector, setting the standard when it comes to solving issues for airlines, airports, securities and passengers with the goal of making travel simpler and safer. In collaboration with over 500 luggage and travel brands, Travel Sentry has played a pivotal role in shaping the industry landscape.
As Travel Sentry looked to broaden and diversify its offerings to cater not only to businesses but also to consumers, the company sought the expertise of Fellow to bring their vision to life. Crafting contemporary brand imagery and ingenious packaging solution for their travel accessories range. It was integral that the messaging, design, and structure accurately conveyed the trusted, high-quality value, and sustainable brand that Travel Sentry represents today.
It became apparent, upon analysing the competitive landscape and available options, that quality-made travel accessories were scarce, with most products targeting reactive buyers and last-minute shoppers. Given Travel Sentry’s established presence in the market, there was an opportunity for the brand to leverage the equity established with the ‘Red Diamond’ directly with consumers. This involved applying the trust and quality associated with their licensed locks to a broader range of lifestyle-focused items.
In order for Travel Sentry to shift customers’ purchasing approach and foster a stronger connection to the increased value inherent in their accessories, it was necessary to demonstrate what sets them apart. Fellow strategically positioned the ‘Red Diamond’ in conversations alongside more recognised premium brands to further emphasise quality and provide peace of mind to travellers. This approach aimed to illustrate an enhanced travel experience, highlighting the attention to details, materials, and finishes that collectively contribute to making the journey more enjoyable whilst incorporating the visual expression of the wider brand.
The Travel Sentry brand exudes subtlety, most prominently visible on the locks of branded luggage. However, once recognised, it becomes a ubiquitous presence, encompassing 95% of all TSA-accepted locking mechanisms. When it came to designing the travel accessories packaging for Travel Sentry, a bolder approach was necessary, while still maintaining relatability and resonance with a diverse audience demographic, spanning from families to solo travellers.
To achieve this, Fellow elevated existing design assets and employed a contemporary solid colour approach complemented by a linear illustration style to clearly identify the entire product range. This strategy facilitated adaptation, with each SKU tweaked and adjusted to best showcase each product, ensuring a cohesive look across various sizes in a refined manner.
Fellow devised a packaging system with the flexibility to adapt to different scales, crafting a robust and structured solution for each product. This system visually conveys the ingenuity, trust, and quality associated with the brand through nuanced detailing. Resulting in a packaging solution that distinguishes Travel Sentry accessories from the competition while staying true to the brand’s sustainable credentials. Fellow’s approach advocates for the reduction of waste and the use of eco-friendly production methods. This commitment was showcased across four colorways, each aligned with the product’s colour to amplify standout and enhance overall shelf presence.
Supporting the packaging creative, Fellow went on to develop brand imagery that further solidified the accessories within the brand. This involved creating digitally rendered static representations of the items and producing product videos that visualise the details and attributes.
Collaborating with the Travel Sentry team, Fellow continues to offer creative support post-launch of the travel accessories. Fellow works closely, extending the brand’s touchpoints through various activations, including print, art direction, exhibitions, and digital and motion graphics. This ongoing partnership has facilitated the realisation of Travel Sentry’s goals, enhancing brand awareness in the travel lifestyle market and elevating the quality of brand expression.
