In 2014, we were connected with the travelware brand Lojel through their creative director, Kenzo Yoneno. Lojel was established in Japan and Taiwan since 1989, but looked to change their company direction in 2014. We had the privilege of working with Lojel to revitalize their brand imagery, beginning with their marketing campaign.

Most luggage companies at the time focused their attention to technical advancements in security, weight and material. The culture around these brands, however, were non-existent. Lojel’s products already excelled in all the technical aspects, but we believed there was an opportunity to develop Lojel into a lifestyle brand and create a culture which celebrates the journey and authentic travel.

Working with Lojel has taught us a lot about travel as well. Since starting in 2014, we’ve had the privilege to travel to various destinations for photoshoots and experience life on the road first hand.

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Location options and proposition wall. At the beginning of each campaign, we research a handful of locations to compare for selection. The locations’ weather, accessibility and cost are some of the considerations that could influence our pick.

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SS18 Art Direction

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SS18 final 60s featured video

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Campaign photos
Capturing Shawnee and Tibo’s journey through the Atlas Mountains from Marrakech to Aït-Benhaddou
Photographing texture, colour and perspective

SS18
Coinciding with the Lojel rebrand and new website launch, the SS18 campaign not only strived to stay true to Lojel’s core brand message but also to speak to the re-evaluated demographic.

While researching locations, we desired a place that held unique characteristics and a vibrant culture to compliment the new summer colourways. The abundance of energy through the ever-inspiring cities and landscapes of Morocco made Marrakech the perfect setting for this campaign. We invited our friends Tibo and Shawnee from Belgium as our talents to Marrakech. Tibo is a talented photographer based in Antwerp, and Shawnee is an architecture student based in Gent. The campaign captures the city through their creative lenses, taking note of the patterns and texture to cascading light and shadow over vast landscapes. A city of contrasts, from the chaos of the medina to the hidden garden oases, the campaign aims to encapsulate these genuine moments of awe. ⠀

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FW17 Campaign Moodboards

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FW17 Lookbook Video

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Campaign photos
A mixture of environment and product photos showcase travel through the city

FW17
For the 2017 Fall/Winter campaign, we produced the shoot in San Francisco, California. Rich with history and also bursting with new innovations, San Francisco was a fitting location for the new direction for Lojel. Although we had seen and heard much about San Francisco, it was the first time we visited and explored the city. From the iconic Golden Gate Bridge, Sutro Baths, and the vibrant streets, our team aimed to capture the spirit of San Francisco while portraying the Lojel way of travel in the city.

At the time, California was experiencing some of the worst wildfires to date. While it was very unfortunate and concerning, the rush of smoke did create a warm light that illuminated the city in a whole new way.

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Sector
  • Art Direction
  • Location
    Hong Kong, China

    Credit
    Justin Chung, photography
    Jeremy Jude Lee & Rosanna Peng, videography