TUMI marked its 50th anniversary with a bold reimagining of its visual and packaging language, accompanied by a campaign that celebrated five decades of innovation, performance, and personal connection. The limited-edition identity honored the brand’s legacy of precision by blending its iconic visual identity with gold accents, a symbolic nod to fifty years, integrating the number 50 and the TUMI logo into a cohesive, celebratory system.

Rooted in TUMI’s founding principles, where every detail serves a purpose, the anniversary design system was modern, refined, and intentional. A streamlined wordmark, custom finishes, and commemorative detailing elevated the brand’s visual presence while remaining true to its function-first philosophy.

The campaign concept, Made to be Yours, highlighted the intimate relationship between people and the objects they carry. TUMI pieces are selected with purpose, carried with pride, and designed to endure. From visual identity and packaging development to material sourcing, sampling, photography, and launch coordination, every element was crafted to reflect TUMI’s continued dedication to intelligent design and uncompromising performance.