To celebrate its 120th anniversary, luxury luggage brand RIMOWA did something many heritage companies are loathe to do and updated its visual identity. Logically, the refresh harkens back to the brand’s history, but is undeniably contemporary. The rebrand—led by RIMOWA chief executive Alexandre Arnault and chief brand officer Hector Muelas—was executed by Commission Studio, and reflects the brand’s DNA perfectly. Elegant yet utilitarian, fancy yet …
Interview: Hector Muelas, RIMOWA’s Chief Brand Officer